Analysis of Customer Willingness to Pay for Farmers' Practices Based on Repurchase Factors

This study determines customer acceptance of farmers' practices, such as reduced pesticide and chemical fertilizer use, biodiversity conservation, and ICT adoption, through factors influencing rice repurchase.The BWS results indicated that taste, cultivation methods, and farmers are crucial repurchase factors, with taste significantly more important than others.Good taste is essential for customers to accept farmers' practices.Customers emphasizing cultivation methods and farmers' practices showed a 6-13% higher WTP than the current price, whereas price-sensitive customers had a lower WTP.Customers who value cultivation and practices had higher agricultural knowledge and awareness, suggesting that enhancing these aspects could increase WTP.