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4422 J. Med. Plants Res. Cordeiro RA, Tomé AR, Queiroz MGR, Nascimento NRF, Sidrim JJC, Rocha MFG (2007). Chemical composition, toxicological aspects and antifungal activity of essential oil from Lippia sidoides Cham. J. Antimicrob. Chemother. 59:934-940. Leitão SG, Oliveira DR, Sülsen V, Martino V, Barbosa YG, Bizzo HR, Lopes D, Viccini LF, Salimena FRG, Peixoto PHP, Leitão GG (2008). Analysis of the Chemical Composition of the Essential Oils Extracted from Lippia lacunosa Mart. & Schauer and Lippia rotundifolia Cham. (Verbenaceae) by Gas Chromatography and Gas Chromatography- Mass Spectrometry. J. Braz. Chem. Soc. 19:1388-1393. Losso JN, Shahidi F, Bagchi D (2007). Anti-angiogenic functional and medicinal foods. Boca Raton, FL: Taylor and Francis. Mensor LL, Menezes FS, Leitão GG, Reis AS, Santos TC, Coube CS, Leitão SG (2001). Screening of Brazilian plant extracts for antioxidant activity by the use of DPPH free radical method. Phytother. Res. 15:127-130. Mevy JP, Bessieri JM, Dherbomez M, Millogo J, Viano J (2007). Chemical composition and some biological activities of the volatile oils of a chemotype of Lippia chevalieri Moldenke. Food Chem. 101:682-685. Moldenke HN (1980). A sixth summary of the Verbenaceae, Avicenniaceae, Stilbaceae, Chloanthaceae, Symphoremaceae, Nyctanthaceae and Eriocaulaceae of the world as to valid taxa, geographic distribution and synonymy. Phytol. Mem. 3:1-629. Monteiro MVB, Leite AKRM, Bertini LM, Morais SM, Nunes-Pinheiro DCS (2007). Topical anti-inflammatory, gastroprotective and antioxidant effects of the essential oil of Lippia sidoides Cham. Leaves. J. Ethnopharmacol. 111:378-382. Muchuweti M, Nyamukonda L, Ghagonda LS, Ashrrel RN, Mupurel C, Mudadi B (2006). Total phenolic content and antioxidant activity in selected medicinal plants of Zimbabwe. Int. J. Food Sci. Technol. 41(1):33-38. Onawunmi GO (1989). Evaluation of the antimicrobial activity of citral. Lett. Appl. Microbiol. 9(3):105-108. Pascual ME, Slowing K, Carretero E, Sánchez MD, Villar A (2001). Lippia: traditional uses, chemistry and pharmacology: a review. J. Ethnopharmacol. 76(3):201-214. Passos GF, Fernandes ES, Cunha FM, Ferreira J, Pianowski LF, Campos MM, Calixto JB (2007). Anti-inflammatory and anti-allergic properties of the essential oil and active compounds from Cordia verbenacea. J. Ethnopharmacol. 110:323-333. Rocha-Guzmán NE, Gallegos-Infante JA, González-Laredo RF, Ramos- Goméz M, Rodríguez-Muñoz ME, Reynoso-Camacho R, Rocha- Uribe A, Roque-Rosales MR (2007).Antioxidant effect of oregano (Lippia berlandieri v. Shauer) essential oil and mother liquors. Food Chem. 102:330-335. Santos FA, Rao VSN (2000). Antiinflammatory and antinociceptive effects of 1,8-cineole a terpenoid oxide present in many plant essential oils. Phytother. Res. 14:240-244. Santos-Gomes PC, Fernandes-Ferreira M, Vicente MAS (2005). Composition of the essential oils from flowers and leaves of Vervain (Aloysia triphylla (L’Herit.) Britton) grown in Portugal. J. Essent. Oil Res. 17:73-78. Slinkard K, Singleto VL (1997). Total phenol analysis: Automation and comparison with manual methods. Am. J. Enol. Vitic. 28:49-55. Sreejayan N, Rao MNA (1997). Free radical scavenging activity of curcuminoids. Drug Res. 46:169-171. Stashenko EE, Jaramilho BE, Martínez JR (2004). Comparison of different extraction methods for the analysis of volatile secondary metabolites of Lippia alba (Mill.) N.E. Brown, grown in Colombia, and evaluation of its in vitro antioxidant activity. J. Chromatogr. A 1025:93-103. Sultana B, Anwar F, Przybylski R (2007). Antioxidant activity of phenolic components present in barks of Azadirachta indica, Terminalia arjuna, Acacia nilotica, and Eugenia jambolana Lam. trees. Food Chem. 104:106-114. Tatsadjieu NL, Jazet DPM, Ngassoum MB, Etoa FX, Mbofung CMF (2009). Investigations on the essential oil of Lippia rugosa from Cameroon for its potential use as antifungal agent against Aspergillus flavus Link ex. Fries. Food Control 20:161-166. Terblanché FC, Kornelius G (1996). Essential oil constituents of the genus Lippia (Verbenaceae). A literature review. J. Essent. Oil Res. 8:471-485. Viccini LF, Pierre PMO, Praça MM, Souza-Costa DC, Costa Romanel E, Sousa SM, Peixoto PHP, Salimena FRG (2006). Chromosome numbers in the genus Lippia (Verbenaceae). Plant Syst. Evol. 256:171-178. Vilela GR, Almeida GS, D'Arce MABR, Moraes MHD, Brito JO, Silva MFGF, Silva SC, Piedade SMS, Calori-Domingues MA, Gloria EM (2009). Activity of essential oil and its major compound, 1,8-cineole, from Eucalyptus globulus Labill., against the storage fungi Aspergillus flavus Link and Aspergillus parasiticus Speare. J. Stored Prod. Res. 45:108-111.
Journal of Medicinal Plants Research Vol. 6(27), pp. 4423-4428, 18 July, 2012 Available online at http://www.academicjournals.org/JMPR DOI: 10.5897/JMPR12.573 ISSN 1996-0875 ©2012 <strong>Academic</strong> <strong>Journals</strong> Full Length Research Paper Influencing factors of consumers’ willingness to pay for Crocus sativus: An analysis of survey data from China Lin Hong, Guangtong Gu, Wenchuan Li, Dan Fan, Jun Wu, Yanying Duan, Haijun Peng, and Qingsong Shao* Zhejiang A & F University, Hangzhou 311300, Peoples Republic of China. Accepted 17 April, 2012 The aim of the present study is to identify the factors that affect consumers' willingness to pay for Crocus sativus in China. For this purpose, a total of 467 surveys were carried out in ten cities of China. From the collected survey data, a logistic regression analysis was used to estimate the variables of the consumers' individual characteristic, health functions of the products, consumers' behavior and marketing factors. The results show that gender, household monthly income, marital status, attitudes of health functions, attitudes of active ingredient content and taste of the products have a significant positive impact on willingness to pay for C. sativus, while the price of the products and comparative purchasing behavior have a significant negative impact on willingness to pay for C. sativus. Key words: Crocus sativus, consumer behaviour, willingness to pay, influencing factors, logistic model. INTRODUCTION Crocus sativus L., commonly known as saffron is principally produced in Iran and Spain, and has been successfully cultivated in various places in China, especially in Zhejiang and Shanghai (Chen et al., 2003; Wang et al., 2010). C. sativus is regarded as “red gold”, for its unparalleled medicinal value. The dried stigmas of C. sativus have been used as a traditional Chinese medicine for a long time for its notable curative effects on promoting blood circulation by removing blood stasis, cooling blood detoxification and releasing depression (Board of Pharmacopoeia of the People’s Republic of China, 2010). Modern pharmacological studies have demonstrated that C. sativus have anticonvulsant, antidepressant, anti-inflammatory and antitumour effects (Hosseinzadeh and Khosravan, 2002; Hosseinzadeh and Sadeghnia 2005; Yang et al., 2011). However, natural sources of C. sativus are scarce. Overexploitation of their natural population for medicinal and commercial use and their low reproduction rate at cultivation are the main *Corresponding author. E-mail: sqszjfc@126.com. Tel/Fax: +86 571 63740809. reasons for consumers' demand and their high prices. Many researches have tried to study artificial cultivation techniques of C. sativus since the 1970s in China. So far, great progress has been made in breeding, tissue culture and cultivation (Karaoğlu et al., 2007; Li, 2008). Many studies have examined consumer preferences and willingness for organic products and their influencing factors (Michael et al., 2008; Briz and Ward, 2009; Michaelidou and Hassan, 2010; Chen et al., 2011). Sepúlveda et al. (2008) used a logistic regression analysis to identify the factors that affect the purchase of quality-labelled beef in Spain. Hatirli et al. (2004) investigated the main factors affecting fluid milk purchasing sources of households in Turkey. Dai et al. (2006) investigated the impacts of socioeconomic, demographic characteristics, concerns over food safety and environment of consumers on organic vegetable purchasing behavior. Wang and Zhang (2009) studied consumer willingness to pay for Panax ginseng and its influencing factors by logistic model. However, influencing factors of consumers' willingness to pay for C. sativus were not reported. Studies about C. sativus industry are basically restricted to description of the qualitative phase. Li (2008) proposed that the key to sustainable
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