| Abstract | OrganicÃÂ vegetableÃÂ tend to have higher price than inorganicÃÂ vegetable, so that the majority of consumers consider vegetable organic products as an expensive food product. This study aims to describe the characteristics of organic vegetable consumer, to analyze the maximum average of willingness to pay and the factors affectedÃÂ the willingness to pay of organic vegetables. This research applied survey methodÃÂ and conductedÃÂ in the modern market of Purwokerto in August until September 2019. One hundred respondents were taken by using purposive samplingÃÂ method. Analysis of the data used is descriptive, Contingent Valuation Method (CVM) and Logistic Regression Analysis. The results showed that the average maximum of WTPÃÂ ÃÂ for organic vegetable lettuce is higherÃÂ 9.15%, mustardÃÂ greensÃÂ is higher 8.70%, kale is higherÃÂ 8.35%, spinach is higherÃÂ 10.50%, and broccoli is higherÃÂ 10.05% than recent price of it. ÃÂ The factors that significally affectedÃÂ the willingness to pay is education, employment, and income, while age, sex, status of marriage, price, and quality do not have any effectsÃÂ to WTP. |
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