Eating Choices and Planet's Sustainability; How Far Consumers Are Willing to Pay for Sustainable Food Consumption in Middle-Income Countries?

Hoque, Fazlul; Akter, Asma

doi:10.22059/ier.2024.370832.1007912

Eating Choices and Planet's Sustainability; How Far Consumers Are Willing to Pay for Sustainable Food Consumption in Middle-Income Countries?

Document Type : Research Paper

Authors

Fazlul Hoque ¹

Asma Akter ²

¹ Department of Agribusiness & Marketing, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh.

² Department of Agricultural Finance and Management, Sher-e-Bangla Agricultural University, Dhaka, Bangladesh.

10.22059/ier.2024.370832.1007912

Abstract

We often hear that the food that we enjoy must not cost the Earth; unfortunately, it frequently does. The food that we eat and the methods that are used to generate it have repercussions for the entire globe. Our food system needs to be improved if we want to live in a world where both people and wildlife can flourish. We are unable to make this adjustment to the system on our own, but choosing a diet that is both healthy and sustainable may be able to assist us in achieving a large decrease in the amount of greenhouse gas emissions that are produced by our food supply chain (WWF-2022). But there is always the question of how far average people from middle-income countries are willing to pay for a sustainable diet. Middle-income countries like Bangladesh manage to reach UN-SDG for zero hunger, but ordinary citizens might not enjoy sustainable meals regularly. Primary data from 200 respondents were collected through ‘face-to-face’ and ‘drop-off and collect’ survey methods by using an open-ended questionnaire set. Applying the binary logit regression, we have discovered the determinants that influence customers’ willingness to pay for sustainable meals. The findings of this study can be applied in our other middle-income countries.

Keywords

consumer surplus

customer

fruit

middle income

price

Subjects

Agricultural Economics

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