Factors Affecting Consumers Willingness to Pay for Organic Cucumber in Urmia

The main objective of this study was to determine the factors affecting on willingness to pay additional price for the consumption of organic products including organic cucumbers in Urmia City using contingent valuation method and ordered logit model. Information were collected from face to face through the completion of 45 questionnaires in 2014 in Urmia city. The result showed that 43 percent of consumers would be willing to pay about a premium between 16 to 25 percent for organic fruits and vegetables.The results showed that the explanatory variables of education level, income, size of household, people with certain conditions, tendency to buy safe products, awareness of the risks of certain foods, awareness of the benefits of healthy products had a significant positive effect on household's willingness to pay for their consumption of organic products.Lack of proper advertising and lack of guaranteed label are the most important problems in buying organic products from the perspective of the households. Increasing awareness of consumers about the benefits of organic products can be raised Consumer knowledge about characteristics of safe products. Due to the high price of organic products, gradual elimination subsidies for chemical inputs and subsidizing organic products could be useful for the development of the consumption of these products.