ความเต็มใจจ่ายสำหรับข้าวเสริมแคลเซียม

Abstract

Osteoporosis is still a serious problem for numerous countries. It is widely accepted that major cause is calcium insufficiency that leading to decreasing of bone mass density. Thus Faculty of Agricultural Product Innovation and Technology, Srinakharinwirot University designed the method for coating the rice with calcium. According to calcium-coated rice is a new product that has never sold before, Faculty of Economics, Srinakharinwirot University survey willingness to pay for calcium-coated rice and factors that affect to the willingness to pay. Four hundred and thirty-six consumers who potentially purchase the rice and live in Bangkok Metropolitan were collected by Contingent Valuation Method (CVM). The results found that the willingness to pay should be higher than usual rice 19.19 Bath per Kg. or 38.38%. Moreover calcium-coated rice producers should be use jasmine rice and the suitable package is 5 Kg. Furthermore we found that customers tend to be healthy persons, persons with a milk allergy, consumers who have family members with osteoporosis or pregnant women.