Analyzing Willingness to Pay for Geographically Indicated Products: A Study Using Binary Logistic Regression

This study aims to identify the factors influencing consumers’ willingness to pay (WTP) for geographically indicated products (GIPs). Preliminary research revealed that Alanya Banana, a GIP unique to Antalya, had higher awareness and purchase rates compared to other regional GIPs. Data were collected via Google Forms from 628 participants in September-October 2023. Of these, 234 participants who had not purchased GIPs before and 86 participants who had never purchased Alanya Banana were excluded. The data from 308 participants who reported purchasing Alanya Banana were analyzed using binary logistic regression. The analysis identified profession, food selection criteria, shopping location, duration of awareness of GIPs, purchase reasons, and perceptions as factors influencing WTP for Alanya Banana.