Economic Value of Rice Multiple Attributes Based on Stated Preference Approach of Consumers in Sari City

Rice is the most important agricultural product that plays an important role in feeding the world and Iran agricultural economics. Rice consumers are looking to buy more utility attributes of the product. Thus, the measurement attributes that create desired utility is necessary. In this study, using choice experiment approach, consumer preferences and willing to pay for various attributes of rice is examined. Data was analyzed through 120 questionnaires in sari with orthogonal design in the Sari city by the conditional logit model. The results showed each household of Sari to improve rice consumer situation willing to pay on average 17850 Tomans per kg. Knowledge of the basic attributes of rice and individual preferences can lead to changes in the structure of researches and production of this strategic product.