Irma

Willingness to Pay Analysis of Generation Z and Millennials for Organic Vegetables in Mataram City, Indonesia

Irma, Muhamad Siddik & Baiq Yulfia Elsadewi Yanuartati · Asian Journal of Agricultural and Horticultural Research · 2026

This study examined the willingness to pay (WTP) of Generation Z and Millennial consumers for organic vegetables in Mataram City, Indonesia, and identified factors associated with their willingness to pay a premium price. A quantitative survey approach was used with 188 responden...