Pricing Strategy for the Organic Eggs: Willingness to Pay and Hedonic Price Approaches

Organic eggs have been marketed to provide safe food and protect the environment sustainability all at once. However, high price is being an obstacle expanding organic egg market in East Java Province. The aims of this research were analyze factors that influence willingness pay (WTP) hedonic prices formulate pricing strategies. This was conducted by using online survey method Province, Indonesia. from May July 2021. obtained data analyzed multinomial logistic, linear regression, descriptive analysis. results showed 26.4% consumers willing for 10% more than current price. factor influenced WTP product quality. Meanwhile, taste label. players agribusiness still opportunity increase eggs. they must inform about health benefits include them on