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4428 J. Med. Plants Res.
affecting on consumers' willingness to pay for C. sativus.
For estimation technique, logistic model was specified
and analyzed using survey data from China. The findings
of the study reveal 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 prices of the products and
comparative purchasing behavior have a significant
negative impact on willingness to pay for C. sativus. As a
result, female consumers, married, with higher household
monthly income are more willing to pay for C. sativus with
good taste at lower prices. Results from this study may
help government agencies and manufacturers in planning
marketing strategies, targeting health information and
anticipating future trends in the market.
ACKNOWLEDGEMENT
This study was supported financially by Zhejiang
Province Traditional Chinese medicine modernization
project (201124515).
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