Study On WTP For Organic Tea Of Customers In Fujian And It's Influence Factors

Nowadays, there are more and more security incidents in wagralim and environ- mental pollution and damages in agricultural industry.Scientists have put forward various protective measures and agricultural industry models for improving situation, and which bringing forth the organic agriculture.In this trend ,organic tea has also improved enormously and has been accepted by the public.In recent years the area of organic tea are constantly extending,in 1990 China had began with planting organic tea ,today we have more than 1,000,000 mu of organic tea;every year we have more then 100,000t organic and every year we have the consumption is 50,000t more,for this huge market,we are necessary to acquaintanse it.Through the study of the WTP of ,we can also know the influence factors on it,and with which we can carry out a more reasonable production and management to insure sustainable development of organic tea industry.The main purpose of this paper is to apply Contingent Valuation Method (CVM), which is general research method to measure consumer willingness to pay for organic tea,to study the situation in China.According to the usage of Open-Ended of CVM we can get the WTP of costomers.Because of the limitation of time and energy,we overall considerate the various factors we choose Fuzhou as the place in which we made questionnaire through technical question format and econometrics method ,we got 256 respondents, WTP.Form the collected data ,relative to the same quality regular tea which the price is 200yuan/ kg,customers willingness to pay 338.52yuan/ kg for organic tea,which is equivalent to an increase of 69.26%;relative to the same quality regular tea which the price is 400yuan/ kg, customers willingness to pay 616.76yuan/ kg for organic tea,which is equivalent to an increase of 54.38%;relative to the same quality regular tea which the price is 1,000yuan/ kg, customers willingness to pay 1,394.16yuan/ kg for organic tea,which is equivalent to an increase of 39.42%.Besides,the effects of consumers, characteristics on the willingness to pay are also discussed in this paper.