Indonesian Consumers’ Preferences and Willingness to Pay for Certified Vegetables: A Choice-Based Conjoint Approach

With the increasing demand for safe vegetables in Indonesia, the government issued certification labels to protect consumers from bad practices. However, much research has not focused on consumers’ responses toward the certified fresh vegetables in emerging countries. This study identifies consumers’ segments and preferences for fresh produce by using three attributes. The choice-based conjoint through a national online survey (N = 1027) indicates that most consumers prefer certified products. Meanwhile, the latent class analysis indicates the following segments: quality-minded, safety-conscious, appearance-focused, and price-conscious—each with distinct preferences. Quality-minded and safety-conscious consumers prefer certified labels but have different attention to the price. Appearance-focused consumers more consider on leaves’ appearance. Price-conscious consumers choose the lowest price possible regardless of the other attributes. This paper provides practical implications for marketers and policymakers.