Consumers' Willingness to Pay for Organic Fresh Milk in Saudi Arabia

Purpose: Consumption of organic food among consumers in Saudi Arabia has increased recent times due to awareness health benefits food. The purpose this paper is estimate the average amount a consumer willing pay for fresh milk. Research Method: This used Double Bounded Dichotomous Choice (DBDC) model identify key determinants consumers’ willingness (WTP) Findings: results showed that product label, about nutritional milk, agility, and income were WTP estimated one litre milk be SAR 14 while nonparametric estimates ranged values from as low 10 high 12 SAR. Originality/value: are important domestic dairy companies existing European long-life exporters initiate business ventures on business.