Myat Thida Win, Mywish K. Maredia, David Ortega, Khin Zin Win
{"title":"Effects of quality signaling on farmers' valuation of legume seeds: Evidence from Myanmar","authors":"Myat Thida Win, Mywish K. Maredia, David Ortega, Khin Zin Win","doi":"10.1002/jaa2.70031","DOIUrl":null,"url":null,"abstract":"<p>This study investigates how quality signaling, through packaging and lab test labels, affects farmers' willingness to pay (WTP) for certified legume seeds in Myanmar. Using Becker-DeGroot-Marschak experiments with 500 chickpea and green gram farmers, results show that packaging and lab test labeling increase WTP for green gram seeds by 8%–12% but have no significant effect for chickpea. Despite low current usage, 42% of green gram and 23% of chickpea farmers are willing to pay above market prices, indicating strong demand. Farmer seed enterprises, offering the lowest prices, are best positioned to meet this demand with an effective quality signaling strategy.</p>","PeriodicalId":93789,"journal":{"name":"Journal of the Agricultural and Applied Economics Association","volume":"4 4","pages":"507-522"},"PeriodicalIF":0.0000,"publicationDate":"2025-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1002/jaa2.70031","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of the Agricultural and Applied Economics Association","FirstCategoryId":"1085","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jaa2.70031","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
This study investigates how quality signaling, through packaging and lab test labels, affects farmers' willingness to pay (WTP) for certified legume seeds in Myanmar. Using Becker-DeGroot-Marschak experiments with 500 chickpea and green gram farmers, results show that packaging and lab test labeling increase WTP for green gram seeds by 8%–12% but have no significant effect for chickpea. Despite low current usage, 42% of green gram and 23% of chickpea farmers are willing to pay above market prices, indicating strong demand. Farmer seed enterprises, offering the lowest prices, are best positioned to meet this demand with an effective quality signaling strategy.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
