Factors affecting consumer willingness to pay for locally grown sesame in Australia

Australia currently imports approximately 100% of its sesame seed supply, with import volumes projected to reach 12,000 tonnes by 2030. Amid growing consumer demand for locally sourced and environmentally responsible food, this study aims to investigate whether consumers are willing to pay a premium price for locally grown sesame seeds in Australia. The research adopts a three-stage methodological framework combining the contingent valuation method, logistic and linear regressions to evaluate willingness to pay (WTP) and its key determinants. A survey of 1,200 consumers across four major cities of Adelaide, Brisbane, Melbourne, and Sydney reveals that household composition and income level positively influence the consumer WTP for locally grown sesame. Logistic regression analysis reveals household composition, product origin, quality and labelling as significant factors influencing consumer preferences. Consumers are willing to pay for locally grown sesame products in Australia if they are assured of environmental responsibility, product quality, clear labeling, and transparency regarding product origin. These elements serve as the primary drivers of their willingness to pay higher prices. This study provides the first empirical evidence on WTP for locally grown sesame seeds in Australia. Enhancing consumer awareness may strengthen domestic production and reduce reliance on importing sesame.