We conducted our survey in two locations, the Manila region (10 different areas
including Quezon city and Manila) and Naga city in the Philippines between 27th of June
to 7th of July, 2001. We used the same survey instrument for each city. Naga city is
located in about 377 kilometers south of Manila and is one of the regional cities. It has a
total land area of 8,448 hectares and about 75 percentage of the land is used for
agriculture. In 2000, the total population was 137,810 (City Planning, 2000). We
conducted a survey in Naga city in part because there was a research need due to the
recent expansion of organic rice production in the region and because we wanted to compare consumers’ preferences in a city close to production sites compared to those in a
typical urban city such as Manila.