Public Willingness to Pay For Purple Corn Attributes

Sweet corn (Zea mays L. saccharata), also known as sugar or sweet maize, is a popular multi-purpose cereal crop of the family Poaceae (Muhumed et al., 2014). The second most important in Asia after rice. China remains largest producer with production 260 million MT 2019. In Malaysia, area estimated 10 thousand ha yield 73 MT. Purple variety that rich anthocyanin content classified relatively new local market. cultivation purple not encouraging Malaysian Department Agriculture (DOA) recorded only eight farmers throughout Malaysia total 17.7 ha. Considering this and less accessible, study evaluates consumers’ Willingness to Pay (WTP) towards corn. Data was collected through online platforms using structured questionnaires. 431 responses were received one month. discrete choice experiment (DCE) used measure consumer WTP results showed sweetness are positive significant at level 1%. This indicated higher sweetness, utility would be. Consumers willing pay for prices than lowest market price if satisfies both value-added attributes.