Abstract
Organic rice production in the Philippines has been growing rapidly since 1986. We
conducted a conjoint analysis to determine consumers’ preferences of multiple attributes
of organic rice in Manila and Naga city. Attributes included were price, reduced health
risk level, environmental quality, eating quality, type of organic certification and a fair
trade factor. In both cities, health risk was the primary concern. Consumers in Manila
revealed organic certification to be the second most important factor while improvement
of the farm environment was the second highest factor in Naga city. We found that
consumers who live further from the production site have a higher demand for
certification. On the other hand, consumers who live close to the farms care more about
the farm environment and have a lower demand for certification.