Analysis of Household Willingness to Pay for Fresh Agricultural Products in E-Commerce Platforms in Selected Barangays in Calamba, Laguna, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Geny F. Lapiña

Committee Member

Maria Angeles O. Catelo

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Abstract

E-Commerce for agricultural products enables farmers to access wider markets by bypassing intermediaries and physical barriers, while meeting the growing urban consumer demand for convenience, quality, and variety in fresh and organic produce. This study aimed to analyze the household willingness to pay for fresh agricultural products in e-Commerce platforms in selected barangays in Calamba, Laguna. Specifically, it aimed to determine the characteristics of the households who prefer purchasing their fresh agricultural products through online platforms, determine the household’s willingness to pay for fresh agricultural products through e-Commerce platforms, evaluate the knowledge, awareness, and perception of households for fresh agricultural products in e-Commerce platforms, and provide policy recommendations based on the results of the study.

Primary data was gathered through a pre-tested questionnaire. A total of 96 household heads were randomly selected to participate in this study from the selected barangays of Calamba, Laguna based on their proximity to the main wet market and their access to the internet which were as follows: La Mesa, Banadero, San Cristobal, Siete, Bucal, and Pansol. Data collected was analyzed through descriptive statistics, binary logistic regression, and chi-square test of analysis.

Results showed that most of the respondents had high knowledge about e- Commerce platforms and were aware of fresh agricultural products being sold on e- Commerce platforms. However, many still viewed fresh agricultural products sold on e-Commerce platforms neutrally. It was also revealed that knowledge and perception were significantly associated with the household head’s willingness to pay for fresh agricultural products on e-Commerce platforms. Moreover, most of the respondents had experienced purchasing fresh agricultural products on e-Commerce platforms and preferred using GrabMart and PandaMart amongst other e-Commerce platforms. Additionally, the perceived usefulness of e-Commerce platforms for fresh agricultural products encouraged greater consumer confidence and led to the belief that using smartphones reduced the time and cost, thereby increasing their willingness to purchase online. The results of the logistic regression revealed that age, educational attainment, household size, and income are significant variables affecting willingness to pay for fresh agricultural products through e-Commerce platforms along with the two UTAUT constructs, performance expectancy and effort expectancy.

The study recommends improving product presentation with key details (e.g., harvest date, origin, handling), integrating review and rating systems for fresh produce, and suggests future research to establish a product baseline, including psychographic and behavioral factors, and explore additional UTAUT constructs beyond performance and effort expectancy.

Language

English

LC Subject

Farm produce—Marketing, Electronic commerce—Philippines, Consumers' preferences

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 D56

Notes

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Document Type

Thesis

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