Consumers’ willingness to pay for products with good agricultural practices-GAP- labelled for food Safety in Türkiye

Abstract

While food risks are increasing in many countries, consumers in Turkey are also worried about the risks of agricultural products. Uncontrolled agricultural production in Turkey both threatens consumer health and prevents export earnings. Agricultural products that cannot be exported in Turkey are easily marketed in the country. Low-income level in Turkey limits the consumption of certified safe food. This study particularly focused on consumers whose demands direct the production of safe food. This study determined the food safety perception of consumers, their demands for safe agricultural products with good agricultural logo, and their willingness to pay extra. Please no new line Data were obtained through face-to-face interviews with 422 individuals over the age of 18 residing in the city center of Tokat in Turkey. This study provided information on the necessity of good agriculture for consumer health, agriculture sustainability , sustainability of agricultural exports and willingness to pay for safe products with the GAP logo in Turkey. In Turkey, consumers’ awareness of food safety is low, only 20.85% of the participants know the concept of food safety and only 52% recognize the good agriculture logo. Twenty-seven per cent of the participants stated that they would pay 10% higher for products with good agriculture logos while 23% of them would pay 20% higher. According to ordered probit analysis, it was determined that there was a relationship between knowing the good agriculture logo, knowing the logo of organic agriculture, adopting innovations, marital status, and willingness to pay extra for safe food.