Tüketicilerin bölge orijini/coğrafi işaretli elma tüketim tercihleri için ödeme istekliliği.

The aim of the study is to determine consumers’

willingness to pay based on the factors and their levels effecting on their

consumption preferences of the apples with Amasya, Isparta, Bayramiç and

foreign origin applied for Protected Designation of Origin (PDO) or Protected Geographical Indication (PGI). For these aims, conjoint analyse was used to determine

relative importance of the factors and part-utilities of their levels affecting

the consumers’ apple consumption preferences, and then to measure willingness

to pay (WTP) based on their apple

purchase decisions with geographical indication by considering primary data

obtained from a face-to-face survey conducted with 600 households consuming

apple in TRA1 region (Erzurum, Erzincan, Bayburt). Moreover, k-means cluster

analyse was also used to segment the consumers as low-and high-income consumers

according to their income levels. The result of the study highlighted that

low-income consumers maximized the relative importance provided from apple

price, size, package type and origin of region on their consumption

preferences, and then the part-utilities obtained from red big size apples with

low price under retailer package. On the other hand, it was also reported that

high-income consumers maximized the relative importance with the origin of

region, apple colour, size, and price, and then the part-utilities with red

middle size apples under Amasya origin. In addition, it was identified that

whereas the rates of willingness to pay for the apples with geographical

indications of low-and high-income segments were 57.3% and 52.4% in favour of

foreign origin at lower price levels (2 and 3 TL/kg), those were 43.5% and

48.8% in favour of local origin (especially Amasya origin) at high price levels

(4 and 5 TL/kg), respectively. The consumers with higher willingness to pay used

their consumption preferences in favour of Amasya and Isparta apples with the local

regions of origin/geographical indications.