Conjoint Analysis: Application to Consumer Preference for Organic Rice in the Philippines

This chapter explores Conjoint Analysis as a tool for valuing non-market goods within environmental evaluation and providing critical inputs for cost-benefit analyses. It begins with a brief literature review and theoretical foundations, followed by practical guidance on survey design, profile construction, model estimation, and result interpretation. Using R programming, the chapter demonstrates the estimation of random parameter logit models. A case study on consumer preferences for organic rice in the Philippines illustrates the application of Conjoint Analysis, assessing willingness to pay for various attributes, including price, health benefits, environmental impact, eating quality, organic certification, and fair-trade practices. By offering a structured approach, this chapter serves as a practical guide for researchers and practitioners seeking to apply Conjoint Analysis.