Thai Consumers Willingness to Pay for Food Products with Geographical Indications

Abstract

Geographical Indication (GI) is a name, or sign, that refers to a specific characteristic of geographical location or origin. GI is used to both protect and guarantee that the product has a unique characteristic, resulting from being qualifiedly produced in a specific place. There are many products in Thailand that have been certified by the Ministry of Commerce, carrying the GI label.The purpose of conducting this research is to study Thai consumers’ willingness to pay (WTP) for products with GI labels. This experiment was carried out under the nth price auction method on Doi Tung coffee, Tung Kula Ronghai Thai Hom Mali rice, and Chaiya salted eggs. Sixty participants were asked to offer bids for three products each with different types of labels, a normal label;a label stating the product’s origin; and a label which stated the product’s origin and contained a GI sign. The results show that Thai consumers’ WTPs are influenced by the origin of the product. However, the WTPs of GI labels do not significantly differ from the WTPs of labels which state the product’s origin.This implies that Thai consumers value the product’s origin, but do not recognize the importance of the GI label.