Consumers’ Willingness-to-pay for the Fresh-cut Agricultural Products by Processing Stage

The fresh-cut agricultural production market, which emphasizes convenience, is growing rapidly. However, if the gap between consumer willingness to pay and selling price becomes large, it may hinder market growth. This study aims to help set the reasonable price by analyzing the purchase behavior of fresh-cut agricultural products and the willingness to pay for each preprocessing stage. As a result of the analysis, there was a difference in willingness to pay depending on the type of preference and meal type of consumers. In addition, it was analyzed that a high price level on fresh-cut agricultural products could reduce consumer purchases.