THE VALUE OF CONSUMERS' WILLINGNESS TO PAY FOR BEE WAX PRODUCTS WRAPPED IN THE FOOD OF THE POPULATION IN BANGKOK

Abstract

This study aims to investigate the value of consumers' willingness to pay for beeswax wraps among the population in Bangkok. The objectives are 1) to determine the willingness-to-pay value for beeswax wraps 2) to explore consumers' perceptions of beeswax wraps and 3) to analyze factors influencing consumers' willingness to pay for these products. The data were collected through questionnaires from 354 respondents and analyzed using descriptive and inferential statistics.

               The findings revealed that the average willingness-to-pay value for beeswax wraps was 145.16 baht per pack (each pack containing four pieces), with the highest willingness to pay recorded at 250 baht per pack and the lowest at 100 baht per pack. Significant factors that were influencing the willingness to pay included age, the highest level of education, occupation, and consumer perception. Consumers who were older, more highly educated, and employed in stable occupations exhibited higher willingness-to-pay values. The study also emphasized the importance of raising awareness about the benefits of beeswax wraps (such as reusability, long lifespan, and eco-friendliness) in enhancing consumers' willingness to pay.