We can point out two interesting findings as the result of this comparison between
Naga city and Manila. Consumers in Naga city have heightened concerns about the farm
environment while consumers in Manila have higher concerns for organic certification.
This result indicates that consumers living relatively close to the production site logically
place a higher weight on improving the farm environment while they have a relatively
low demand for certification. On the other hand, for consumers living far from farms,
certification is one of the most important factors when they choose organic or reduced
pesticide rice. This fact should be considered carefully when the government introduces
the national certification program since the demand for organic certification varies from
place to place. The second point we should mention is that the type of certification
preferred the most in Naga is that by the Department of Agriculture while it is by an
NGO in Manila. Interestingly, certification by an NGO is the least preferred in Naga city.
The high income group has a higher WTP than the middle income group in general,
which is as expected. However, WTP for risk for the high income group is lower than the
one for the middle income group and they prefer certification by an NGO to the one by
the Department of Agriculture while the middle income group prefers certification by
farmers cooperative the most. Further investigation is required to determine what makes
people prefer one certification to another in each city and for each income category.