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PERMISSION TO USE

In presenting this thesis in fulfilment of the requirement for a bachelor’s degree from
Sabaragamuwa University of Sri Lanka, I agree that the University library may make
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from my Thesis.

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whole or in part, should be addressed to:

Dean
Faculty of Management Studies
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P.O.Box 02, Belihuloya- 70140
SRI LANKA

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DECLARATION

I, Kodithuwakku Arachchige Kanishka Dulanjalee Peshala Karunarathna declare that


this thesis and the work presented in it are my own and it has been generated by me as
the result of my own original research.

Title of Thesis:

ESTIMATING THE DEMAND FOR SELECTED TRADITIONAL RICE


VARIETIES IN SRI LANKA. (With special reference to Gampaha District)

I confirm that:
(1). this work was done wholly or mainly while in candidature for a research degree at
this University; (2). Where any part of this thesis has previously been submitted for a
degree or any other qualification at this University or any other institution, this has
been clearly stated; (3). Where I have consulted the published work of others, this is
always clearly attributed; (4). Where I have quoted from the work of others, the
source is always given. With the exception of such quotations, this thesis is entirely
my own work; (5). I have acknowledged all main sources of help; (6). Where the
thesis is based on work done by myself jointly with others, I have made clear exactly
what was done by others and what I have contributed myself; (7). Either none of this
work has been published before submission.

Signature of Student: ……………………………... Date: …………….…………….

Supervisor’s Recommendation:
This is to certify that this thesis has been prepared by K.A.K.D.P.Karunarathna under
my supervision.

Signature of Supervisor: ……………………………...

Name of Supervisor: Prof. R.M.W Rathnayake Date: …………….…………….

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ABSTRACT

Traditional rice varieties are one of valuable component of the biodiversity of Sri
Lanka and it’s with very important medicinal and nutritional properties. Which can
contribute to development of healthy society.
Due to the market failure there are several arbitrary values for the traditional rice
varieties and those prices change very quickly on the market. Hence, due to the
arbitrary price, traditional rice varieties may not be a preferred option for consumers
in country, which in turn threatens the demand of traditional rice varieties in Sri
Lanka.

This study aims to estimate the uniform prices for selected traditional rice varieties in
order to their unique medicinal and nutritional properties.
The researcher carried out a contingent valuation study to estimate consumer
willingness to pay for selected traditional rice varieties for establishment of
reasonable, uniform price within Sri Lanka market. The study interviewed 390 super
market consumers at Gampaha district, using self- structured questionnaire. There
were five selected traditional rice varieties with their unique properties. There are
Suwandel, Pachcaperumal, Kuruluthuda, Kalu Heenati and Madathawalu.
The reasonable, uniform price calculated as Willingness to pay. The willingness to
pay calculated for establishment of reasonable, uniform price under above five
selected traditional rice varieties. The willingness to pay per household are SLR. 346,
SLR. 237, SLR. 234, SLR. 261 and SLR. 296 for each traditional rice variety
respectively. The finding of the study shows that majority of people are willing to pay
traditional rice varieties for their medicinal and nutritional properties. The estimated
WTP can be used for increase the demand of traditional rice varieties and to be a
preferred option for consumers in county and also enrich the farmers wealthy.

Key words: Traditional rice varieties, Medicinal and Nutritional properties,


Contingent valuation, Willingness to pay (WTP), Reasonable/ Uniform price

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ACKNOWLEDGEMENT

First of all I wish to convey my gratitude to Prof. R.M.W Rathnayake, senior lecturer
of the Faculty of Management Studies who oriented me towards the real direction by
correcting my faults and improving abilities in completing this report as my academic
supervisor. And also sincere gratitude goes to Head and all the lecturers of the
Department of Tourism Management for numerous support and guidance rendered for
me in completion of this research study.

I wish to express great attitude to all managers, all the staffs of selected super markets
at Gampaha district and the respondents, who spared their time generously, and took
the trouble of answering a detail questionnaire and helped me to complete my study.

As well as, I want to render my special thanks to Ayurvedic doctor Jagath Rajapaksha
who provided information about medicinal and nutritional qualities of traditional rice
varieties and my teacher Sampath Roshan for greatest assistance and dedicated
support for completing this thesis.

Finally, and most importantly I would like to express my heartfelt gratitude to my


loving parents, family members, friends and seniors for the tremendous support and
encouragement provided throughout this study. In addition, I would like to express
my special thanks to all who were not mentioned here for giving me the possibility to
complete this research study.

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TABLE OF CONTENT

PERMISSION TO USE .................................................................................................. i

DECLARATION ...........................................................................................................ii

ABSTRACT..................................................................................................................iii

ACKNOWLEDGEMENT ............................................................................................ iv

LIST OF TABLES ....................................................... Error! Bookmark not defined.

LIST OF FIGURES ...................................................................................................... ix

LIST OF MAP .............................................................................................................. ix

LIST OF ABBRIVATIONS .......................................................................................... x

CHAPTER ONE ............................................................................................................ 1

INTRODUCTION ......................................................................................................... 1

1.1 Background of the study ...................................................................................... 1

1.1.1 Introduction to Traditional rice varieties ....................................................... 1

1.1.2 History of the Traditional Rice Varieties ...................................................... 3

1.1.3 Medicinal and Nutritional values of the Traditional rice varieties ................ 4

1.1.4 Significance of the Traditional Rice Varieties ............................................ 13

1.1.5 Current Market situation of the Traditional rice varieties ........................... 14

1.2 Problem Statement ............................................................................................. 16

1.3 Research Question .............................................................................................. 18

1.4 Research Objectives ........................................................................................... 18

1.5 Significance of the study .................................................................................... 18

1.6 Limitations of the study...................................................................................... 20

1.7 Chapter Organization ......................................................................................... 21

CHAPTER TWO ......................................................................................................... 22

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LITREATURE REVIEW ............................................................................................ 22

2.1 Traditional Rice Varieties .................................................................................. 23

2.1.1 Nutritional and Medicinal values of the Traditional rice varieties .............. 24

2.1.2 Antioxidant properties of the Traditional rice varieties............................... 29

2.1.3 Diversity of Grain Quality Characteristics of Traditional rice varieties ..... 30

2.1.4 Diversity of Cooking and Eating Quality of Traditional rice varieties ....... 30

2.2 Economic Valuation of Environmental Goods .................................................. 31

2.2.1 Theory of Willingness to pay ...................................................................... 32

2.3 Empirical Studies ............................................................................................... 33

2.3.1 Empirical Studies on Willingness to pay for Public Environmental goods 33

2.3.2 Empirical Studies on Willingness to pay for Organic Food Products ......... 34

2.3.3 Empirical Studies on Willingness to pay for Ethical Attributes .................. 35

2.3.4 Empirical Studies on Willingness to pay as an economic instrument for


coastal tourism management ................................................................................ 36

2.3.5 Empirical Studies on Willingness to pay for River Network Protection ..... 36

2.3.6 Empirical Studies on Willingness to pay for socially responsible technical


Products ................................................................................................................ 37

2.3.7 Empirical Studies on Willingness to pay for Health field ........................... 37

2.4 Research Gap...................................................................................................... 38

CHAPTER THREE ..................................................................................................... 39

METHODOLOGY OF STUDY .................................................................................. 39

3.1 Research Site ...................................................................................................... 39

3.2 Research Approach ............................................................................................ 41

3.3 Research Design ................................................................................................. 41

3.3.1 Sources of data............................................................................................. 41

3.3.2 Population of the study ................................................................................ 42

3.3.3 Sample design .............................................................................................. 42

3.3.4 Sample of the study ..................................................................................... 42


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3.3.5 Data Collection Technique .......................................................................... 42

3.3.6. Developing Five Scenarios for Selected Traditional rice Varieties ........... 43

3.3.7 Payment Vehicle and Bid Values ................................................................ 43

3.3.8 Data Analysis Technique ............................................................................. 43

3.4 Methodological limitation .................................................................................. 48

3.5 Time Frame ........................................................................................................ 49

CHAPTER FOUR........................................................................................................ 50

DATA ANALYSIS AND DISCUSSION ................................................................... 50

4.1 Sample profile of the study ................................................................................ 50

4.2 Demographic profile of consumers .................................................................... 50

4.3 Consumer’s buying behavior of traditional rice variety analysis ....................... 56

4.4 Contingent Valuation analysis results ................................................................ 70

4.5 WTP estimation results ...................................................................................... 80

CHAPTER FOUR........................................................................................................ 81

CONCLUSION AND RECOMMENDATION........................................................... 81

5.1 Conclusion.......................................................................................................... 82

5.2 Recommendation ................................................................................................ 83

REFERENCES ............................................................................................................ 84

APPENDICES ............................................................................................................. 88

Appendix A: Some traditional rice varieties in Sri Lanka ....................................... 88

Appendix B: Popular traditional rice varieties cultivated in different districts........ 90

Appendix C: Some nutritional and health concern properties of grains of popular


traditional and improved rice verities....................................................................... 92

Appendix D: Nutritional properties, Fatty acid profile and Antioxidant properties of


the grains of selected Sri Lankan traditional rice varieties. ..................................... 94

Appendix E: Summarized nutritional composition of selected traditional rice


varieties of Sri Lanka ............................................................................................... 95

Appendix F: Questionnaire for Consumer Survey ................................................... 95

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Appendix G: Results of data analysis .................................................................... 104

Appendix H: Results of Probit Regression analysis............................................... 110

LIST OF TABLE

Table 1.1: Scientific classification of traditional rice varieties...................................... 2


Table 2.1 : Cultivated extent of most prominent Sri Lankan traditional rice varieties in
year 2013 ...................................................................................................................... 24
Table 2.2 : Nutritional quality comparison of the traditional rice varieties and
improved rice ............................................................................................................... 28
Table 2.3 : Nutritional and Medicinal values comparison of Traditional rice varieties
more than improved rice varieties................................................................................ 28
Table 3.1: Time Frame for research ............................................................................. 49
Table 4.1 : Reasons for willingness to pay for Suwandel Rice ................................... 62
Table 4.2 : Reasons for not willingness to pay for Suwandel Rice ............................. 63
Table 4.3 : Reasons for willingness to pay for Pachchaperumal rice .......................... 64
Table 4.4 : Reasons for not willingness to pay for Pachchaperumal rice .................... 65
Table 4.5 : Reasons for willingness to pay for Kalu Heenti rice. ................................ 66
Table 4.6 : Reasons for not willingness to pay for Kalu Heenti rice. .......................... 66
Table 4.7 : Reasons for willingness to pay for Kuruluthuda rice. ............................... 67
Table 4.8 : Reasons for not willingness to pay for Kuruluthuda rice. ......................... 68
Table 4.9 : Reasons for willingness to pay for Madathawalu rice ............................... 69
Table 4.10 : Reasons for not willingness to pay for Madathawalu rice ....................... 69
Table 4.11 : Results for the survey with a basic probit model- Suwandel Rice .......... 70
Table 4.12 : Results for the survey with a basic probit model- Pachchaperumal Rice 72
Table 4.13 : Results for the survey with a basic probit model- Kuruluthuda Rice ...... 74
Table 4.14 : Results for the survey with a basic probit model- Kalu Heenati Rice ..... 76
Table 4.15 : Results for the survey with a basic probit model- Madathawalu Rice .... 78
Table 4.16 : Results of WTP Estimation ..................................................................... 80

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LIST OF FIGURES

Figure 1.1 : Suwandel rice ............................................................................................. 5


Figure 1.2 : Kalu Heenati rice ........................................................................................ 7
Figure 1.3 : Madathawalu rice ....................................................................................... 8
Figure 1.4 : Pachchaperumal rice................................................................................... 9
Figure 1.5: Maa-Vee ................................................................................................... 10
Figure 1.6: Kuruluthuda rice ........................................................................................ 11
Figure 2.1: Cost-Based versus Value-Based Pricing (as cited in Nagle and Holden,
2002). ........................................................................................................................... 33
Figure 3.1: Environmental Valuation Techniques. ...................................................... 44
Figure 4.1: Age composition of the sample ................................................................. 51
Figure 4.2 : Gender composition of the sample ........................................................... 51
Figure 4.3 : Consumers who are working related in organic food or environmental
related field or not ........................................................................................................ 52
Figure 4.4 : Employment of the sample ....................................................................... 52
Figure 4.5 : Education of the sample ........................................................................... 53
Figure 4.6 : Household monthly income LKR............................................................. 54
Figure 4.7 : Marital Status of the sample ..................................................................... 55
Figure 4.8 : Survey areas of Gampaha district ............................................................. 56
Figure 4.9 : Consumers who are knowing about Traditional rice varieties in Sri Lanka
...................................................................................................................................... 56
Figure 4.10 : Consumers who are knowing about Medicinal and Nutritional values of
traditional rise varieties in Sri Lanka. .......................................................................... 57
Figure 4.11: Consumers who bought Traditional rice varieties before ....................... 58
Figure 4.12 : Purpose of buying traditional rice varieties. ........................................... 59
Figure 4.13 : Quality of medicinal value of the Traditional rice varieties ................... 59
Figure 4.14 : Reasons for not buying traditional rice variety ...................................... 61
Figure 4.15 : Willingness to Pay for Suwandel Rice ................................................... 62
Figure 4.16 : Willingness to Pay for Pachchaperumal Rice ........................................ 63
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Figure 4.17 : Willingness to Pay for Kalu Heenti Rice ............................................... 65
Figure 4.18 : Willingness to Pay for Kuruluthuda Rice............................................... 67
Figure 4.19 : Willingness to Pay for Madathawalu Rice ............................................. 68

LIST OF MAP

Map 3. 1: Map of Gampaha District ............................................................................ 39

LIST OF ABBRIVATIONS

TRV: Traditional Rice Varieties


CVM: Contingent Valuation Method
WTP: Willingness to Pay
SLR: Sri Lankan Rupees

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CHAPTER ONE

INTRODUCTION

Chapter one elaborates the overall framework of the study. This contains background
of the study, problem statement, research problems, research objectives, significance
of the study, limitations of the study and chapter organization.

1.1 Background of the study


1.1.1 Introduction to Traditional rice varieties
As a main staple food of Sri Lanka rice has been performed an amazing role in the
country to feed the nation since ancient time (Withanawasam, Heritage of Heirloom
Rice varieties of Sri Lanka, 2017). Rice feeds more than half of the population of the
world and is the staple in the Sri Lankan diet (Samarajeewa, 1999). Rice being the
staple food with a per-capita consumption of 114 kg per year, it plays a major role in
nutritional status of the whole population in the country (Rebeira, Wickramasinghe,
Samarasinghe, & Prashantha, 2014).

Among the rice varieties of Sri Lanka, traditional rice varieties take a major place. As
Sri Lanka is a rich source of bio-diversity, country holds many traditional varieties
with favorable qualities. Traditional rice varieties are one of important component of
the biodiversity of Sri Lanka. The Scientific classification of Sri Lankan traditional
rice varieties as follows.

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Table 1.1: Scientific classification of traditional rice varieties

Kingdom: Plantae
Family: Poaceae
Genus: Oryza
Species: Oryza sativa
Binomial Name: L. Oryza sativa

Source: Wikipedia
In ancient times, long before the introduction to inherent, there was over four hundred
different traditional varieties of rice grown all over Sri Lanka, each with different
nutrient values and cooking and eating characteristics (Abeysekera W. , et al., 2008).
Majority of the traditional rice varieties of Sri Lanka contains a red pericarp. Even
though there were a few "samba" varieties of a white pericarp, they were not
cultivated as widely as those with red pericarp.

Kalu Heenati – A red rice with dark, fine grains

Murungakayan – A type of red rice with a high nutritional value

Kuruwee – A type of red rice with small grains

A very rare variety of red rice that was the staple diet of both
Gonabaru –
peasants and kings in ancient times

Dhikwee – A soft and wholesome red rice

Suwandel – A rare fragrant type of white rice

If there have been quite four hundred types of traditional rice varieties, at this time
only a few strains of rice is widely grown and the majority of them are fertilizer
dependent hybrids. Though traditional rice varieties give low productivity, farmers
cultivate some selected varieties due to their special characteristics. Out of them
nowadays some varieties are more popular among farmers and consumers such as
Suwandel, Heenati, and Pachchaperumal, Kuruluthuda, Madathwalu etc.

But the following types are the most popular cultivations in Sri Lanka nowadays;

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 Samba
 Keeri Samba
 Red Nadu
 Red Samba
 Nadu Rice

However Traditional rice varieties are differing from the other new rice varieties of
Sri Lanka due to the nutritional and medicinal properties of the Sri Lankan Traditional
rice varieties. Developing the traditional rice varieties farming sector and ensuring
that it makes a significant contribution to the rice consumption of Sri Lanka is a
necessity today.

1.1.2 History of the Traditional Rice Varieties


Rice cultivation in Sri Lanka has long history according to the historical evidences. In
order to documentary evidences, Sri Lankan people may have started cultivating rice
as early as 800 B.C. Further evidence of early rice cultivation is the construction,
since 390 B.C., of massive irrigation structures, reservoirs, and interconnected canals.
From ancient time, rice cultivation was not only an economic activity, but a way of
life for the people of Sri Lanka. Some varieties of rice have been passed down for
generations, and are called traditional, indigenous, or heirloom.

Most of the Sri Lankans life style purely based on agriculture, in order to the
“Mahawanshaya” and some folklore. The Sri Lankan farmers were cultivating rice
and their quality of more, during the period of king Paduwasdeva (504-474 BC).
During king Dutugamunu (161-137 BC) who has given massive contribution to the
rice cultivation is remarkable.
According to the Withanawasam (2017) the golden era of traditional rice cultivation
was the period of the great king Parakramabahu (1153-1186 AC). During his period
Sri Lanka is well known by “Peradiga danyagaraya” (Granary of the East). An ancient
book “Poojawaliya” written in 13th century reported on some traditional rice varieties
Rathel, Heenati and Maa wee and about respective nutritional and medicinal
properties. Famous Buddhist texts “Saddharmalankaraya” describes the merits of alms
offered with rice prepared from such traditional paddy varieties. Robert Nox reported
on his book “Eda heladiva” in 1680, some rice cultivars like Maa wee, Hathiel,

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Honderawalu, Heenati and Alpankal have been grown in puddle muddy paddy fields
and Goda wee has been cultivated as upland chena cultivation. These rice varieties are
from organic seeds and are cultivated in accordance with organic guidelines. The
fields are ploughed and threshed by using buffalo. The uses of mechanical tools such
as tractors are forbidden, as this would cause the soil to compact.

With the European colonization of Sri Lanka during the 16th and 18th centuries, more
emphasis was given to other plantation crops like rubber, tea and coconut. In the 20th
century, however, rice was once again given attention. With an increase in the
country’s population, a new series of rice varieties, called “the H series”, was
introduced in the 1950s. Fertilizers were also introduced at this time to increase
harvest yield. As a result, the average yield of rice increased from 065 metric
ton/hectares (mt/ha) to 1.73 mt/has in 1950. By the 1980, 90% of the farmland in Sri
Lanka was being used to cultivate the “semi-dwarf” (newly improved) rice varieties.

Unfortunately, many of the new rice varieties of Sri Lanka contained lower
concentrations of glutamic acid, vitamins, and fiber and a higher glycemic index than
the traditional rice varieties. While the new rice varieties were being produced in
greater quantities, it was not as nutritious as the traditional rice that had once
sustained the Sri Lankan people.

1.1.3 Medicinal and Nutritional values of the Traditional rice varieties


In Sri Lanka there are hundreds of different traditional varieties of rice that
distinguish themselves by their nutritional and medicinal properties to make them
unique. Withanawasam (2017) stated that, health concern properties of some
traditional rice varieties are proven by several scientific research conducted by
different research institutes.
Traditional varieties of Sri Lankan rice are known to contain higher amounts of
glutamic acid, higher concentration of vitamins and the coarse grains are also richer in
fiber content and low glycemic index. The Glycemic Index (GI) is a ranking of
carbohydrate-containing foods based on the overall effect on blood glucose levels.
High GI foods cause a rapid increase in blood glucose while low or medium GI foods
are broken down more slowly and cause a gradual rise in blood sugar levels over time.
If people have diabetes, eating foods with low GI ratings can help control blood
glucose and have several proven health benefits; including improvement of weight,

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diabetes and cholesterol. And traditional rice varieties contain high nutritive value. It
is believed to improve the immune system of the human body and prevent many
physical disorders from the nutritional qualities of the traditional rice varieties.
Different historical records reveal that traditional rice varieties were revered for their
nutritional and medicinal properties. The main feature of these rice varieties are their
medicinal values and the major important of these rice varieties are due to its
medicinal and nutritional values. Sri Lankan traditional rice varieties are highly
recommended for the prevention of non-contagious disease like cancers, diabetics,
cholesterols, high blood pressure, heart attacks, kidney diseases, gastritis, asthma and
paralysis etc.
In the Ayurvedic texts, different medicinal applications of these different rice varieties
have been described. According to indigenous medicinal records traditional doctors
use these varieties for preparing various formulations of herbal medicines. In addition
some of these rice varieties showed good grain quality attributes also.
Generally house wives of farmers and indigenous doctors use these rice varieties to
prepare “Peyawa” a medical drink, gruel prepare from rice either without adding
anything else ("Lunu Kenda) or with the addition of juices from various flora and
coconut milk ("Kola Kenda").
Following paragraphs described each and every nutritional and medicinal values of
some traditional rice varieties in Sri Lanka.

Suwandel
Figure 1.1 : Suwandel rice

Suwandel is delicious white rice with a pleasant aroma. Suwandel rice is ranked at the
top in the rice world market. Only few Suwandel rice varieties are available in Sri
Lanka although demand for this trait is increasing worldwide. It’s translated name
evident the fragrant nature. It knowns as a “Miracle Rice”. Cooked Suwandel rice
appearance and taste are higher than most of the other traditional varieties. Especially

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due to milky taste of cooked rice this is good source for festival occasions and
ceremonies within Sri Lankans.

As the nutritional values, Suwandel rice consists of 90% carbohydrate, 7% crude


protein, 0.7% crude fat, 0.1% crude fiber and micro nutrients. It is known to contain
higher amount of Glutamic acid and vitamins than other normal rice varieties. It can
be amounted as 363Kcal energy (Kcal/100g), 74.1g carbohydrate (g/100g), 3.8g fat
(g/100g), 8.1g protein (g/100g), 0.2g calcium (g/100g), 314mg phosphorous
(mg/100g), 85.8mg iron (mg/kg), 18.3mg zinc (mg/kg), 119.6mg copper (mg/kg)
from the test done by Industrial Technology Institute of Sri Lanka.
Suwandel rice contains the marvelous ability of prevention of human bodies from all
diseases. It contributes to balance Hormone procedure within the human body.
Especially this is recommended to eating for hard working people. According to
traditional medicinal activities, this variety is known to promote fair and glowing
skin, improve the functioning of the excretory system, improve vocal clearity and
enhance the male sexual potency and helps to control diabetes, ulcers and
constipation. Body and mental fitness is created when it use as congee or paste with
Thala (Sesame), Kurahan (Finger Millet), Green gram with or another few rice
varieties. It reduces the high blood pressures while induce the nervous system of the
human body especially the nerve cells connected to eyes and brain in addition to that
it’s a nutrious supplement for growing children.

Rath suwendel
This is popular traditional rice variety with medium red color grain. The plant is
resistant to blast disease and is recommended to cultivate in both Dry and Wet zones.
The grain contains high amount of protein and zinc. In addition indigenous doctors
used this variety for treating diabetes and oxidative stress. Especially this is suitable
for making aromatic milk rice.

Rath el
Rath el produces small size grains with white color pericarp. This is suitable to
control cirrhosis, virus fever, skin rashes, diseases in urinary path way and prevent
formation of stones in the urinary system. In addition this is recommended for patients

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who are suffering fever and diabetes. Cooked rice may have dull color but it is
slightly tasty and sticky.

Heenati
Heenati is a large group of traditional rice varieties in Sri Lanka with the meaning of
thin grains. There are number of Heenati varieties such as Heenati, Kalu heenati,
Rathu heenati, Sudu heenati, Nandu heenati, Nandu wedha heenati, Dik heenati, Podi
heenati, Beheth heenati, Maha heenati, Mada heenati, Bada heenati, Thawalu heenati,
Gam heenati, Mathale heenati, Mathara heenati, Wanni heenati etc.
Those different Heenati varieties were identified to cultivate in different climatic
zones and seasons such as, soil conditions, water supply and drainage levels, etc.
Madathawalu is also one of the Heenati variety and which grows in the Central
province of the country.

Since ancient time heenati rice varieties have been used for the medicinal purpose,
because it contains high quality nutrients. It is rich in minerals and micro nutrients
including high iron and zinc content. Due to nutritional values of heenati rice
varieties, that is recommended for daily consumption and lactating mothers. This
variety is very important as a medicine.

Heenati rice varieties contain a good quality that able to eliminate any kind of toxic
from the human body and it’s with cancer killing features. It enhances immunity,
physical strength and male sexual potency. High amount of fiber content helps to
regulate the bowel movement and constipation of the human body.

Kalu Heenati

Figure 1.2 : Kalu Heenati rice

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The meaning of Kalu Heenati is that the "black and fine striped of the grain". Neither
this is suitable for puddle muddy paddy lands nor for the iron toxic paddy fields. As
the nutritional values, Kalu Heenati rice consists of 75% carbohydrate, 8.5% crude
protein, 3% crude fat, 0.8% crude fiber and rich in micro nutrients and Vitamin B.
Porridge made from Kalu heenati rice is highly recommended for hepatitis patients.
Gruel of Kalu heenati is able to control the toxic effects of snake bites. In ancient time
Kalu Heenati was a source for treating various ailments, especially for diarrhea,
diabetes and cholesterol.

Beheth Heenati
This variety is mostly recommended for muddy puddle soil while in the sandy soil the
growth would be reduced. During growing season this is resistant to blast disease.
Congee is provided as medicine for removing snake toxins and for diabetes patients.

Sudu Heenati
Though the name implies the white rice normally it produces red bold grains along
with light straw colored hull. This can be grown in all parts of the island including
under heavy rains and iron toxic conditions. Plant is well resistant for blast disease.
Sudu heenati can be cultivated well in organic condition. Taste of the cooked rice is
slightly sticky but tasty.

Rathu heenati
Cooked Rathu heenati rice is slightly sticky but tasty. Grain of Rathu heenati is rich in
iron zinc and natural antioxidants. In addition to that, it contains more fats. It is highly
recommended for expecting mothers as well as the first meal of infants. It can be used
to treat some disease like hepatitis and diarrhea.

Madathawalu
Figure 1.3 : Madathawalu rice

It is highly recommended rice variety of


“Ayurvedha” treatment to strengthen the
immune system.

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The list of benefits offered by indigenous “Madathawalu” rice is endless, which has
known to play role in developing human body, boosting the immune system and
preventing various illnesses such as diabetes.
It can be cultivated in all districts in the island. Especially this variety is
recommended to acidic soils. It is recommended for both organic and general rice
cultivation. Protein, minerals and fat content in grain are comparatively higher than
most of varieties. It is rich in protein, fat and digestible enzyme and it facilitate to
easy digestion of nutrients. In addition it has large amount of fat, iron, zinc, vitamins
and minerals. This variety is able to remove toxic components especially some cancer
agents from the human body. This variety can clean the blood circulation system and
promote the activity of sweating glands. It strengthens the immune system and
suitable to feed infants and lactating mothers. Medicinally it is important treat
diabetes and oxidative stress. This is one of the best varieties for organic rice farming
because it might give good yields.

Pachchaperumal
Figure 1.4 : Pachchaperumal rice

It is alternatively named as Siyapath el. The meaning of the word "Pachchaperumal"


is that the Lord Budda’s color. It is a very popular variety in the whole Island. Gamate
red and round medium to long grain are the sensory characteristics of this rice variety.
Pachchperumal is one of highly nuetriouse red rice variety. The grain is medium in
shape. During cooking it become a deep maroon color. Ancient people used to give
the cooked rice for occasions of alms giving. Some sweets can be produced by using
the flour of this rice grain. Intake of cooked rice of this variety helps to cool the body.
Rice is a natural product. Therefore its quality depends on a variety of factors. Soil
composition, fertilization, climatic conditions, etc. have a direct influence on the

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quality of the product. It is therefore possible that individual values may sometimes be
higher or lower than those indicated above.
Pachchperumal is one of highly nuetriouse red rice variety. 100g of Pachchperumal
rice contains 1320kj energy, 6g protein, 66g carbohydrates, 2.5g fat, 10g dietary fibre
and 1.06g sodium. In order to that it contains more proteins, vitamins and micro
nutrients, and is recommended for daily consumption. The grain is rich in anti-oxidant
agents and as the especial characteristics of the Pachcheperumal it contains high
vitamin B content, high (dietary) fibre content and Low glycaemic index.

This is good for patients who are suffering from diseases like diabetes and
cardiovascular, especially for the patients with high blood pressure. It can control the
activity of nephrons and make proper function of excretory system. Some enzymes
and hormones are producing for development of red blood cells. It helps to increase
the production of insulin and reduce the production of thyroxin in the body. More
nutrias gruel or congee can be produced by blending of this variety with some other
rice varieties.

Batapola el
Especially Batapola el is resistant to blast disease. It is very effective for the enzyme
processes of the liver. It’s able to kill the toxics in the human body and Batapola el
recommended for the diabetics and cancers patients. Farmers who are in wet zone
prefer to cultivate this variety in their paddy fields.

Maa-Vee

Figure 1.5: Maa-Vee

Ma-vee is a reddish brown rice variety with its unique texture, includes with low in
carbohydrates and riches in protein and fiber. It has been recommended for
tuberculosis patients and to be effective remedies and to be effective remedies for

10
parging, constipation and hemorrhoids. This is kind of rice which mostly used in
religious ceremonies in Sri Lanka.
All Maa-Vee varieties are rich in high nutritional and medicinal value. In addition it
has comparatively high iron and zinc content. Intake of cooked rice help to cools the
body and to maintain the body shape. It is able to reduce the obesity and the body
weight. Especially it is a good remedy for patients with cardio vascular diseases,
tuberculosis and diabetes. Cooked rice has low Glycemic Index (GI) value ranged
from 25-30%. "Baala Maa Wee" was a four-month variety which was popular in the
Rathnapura district and widely used in the treatments for gangrene, jaundice and
obesity. It helps to cool the body. In addition it is recommended to lactating mothers.
Before cooking, it is better to keep rice in water for some time. This is culturally
important because seeds are used to store in initial brick of Buddhist sthupa and new
buildings.

Masuran
Farmers believed that the name was derived based on the medicinal importance of the
variety. At the maturity period leaves become droopy hence it reduces the weed
growth. The variety is highly recommended to cultivate in Wet zone and resistant to
blast disease.

Kuruluthuda

Figure 1.6: Kuruluthuda rice

Kuruluthuda is tasty and nutritious red rice. It is highly nourishes and it contains high
protein, fiber and necessary fatty acids. Cooked rice is comparatively tasty for eating.
It is a nutrious, traditional red rice variety which enriches with proteins, fiber and
necessary fatty acids. It can be amounted as 360.1Kcal energy (Kcal/100g), 83.4%
carbohydrate, 0.9% fat, 6.7% protein, 0.4% fiber, 0.2g calcium (g/100g), 248mg
phosphorous (mg/100g), 55.2mg iron (mg/kg), 21.7mg zinc (mg/kg), 98.3mg copper
(mg/kg) from the test done by Industrial Technology Institute of Sri Lanka.

11
It contained with unique and pleasant taste. Kuruluthuda highly contained with
proteins and most preferable for diabetic and high blood pressure patients.

The bran of the kuruluthuda rice prevents elimination of the calcium in the
cartilaginous of the body. When we eat kuruluthuda rice, it settles in the bone
marrows of the blood circulatory system and it helps to enhance the immune
generation ability of the bone marrows of the human body. From this whole process
the kuruluthuda rice contributes to enhance the iron content of the human blood.

Cooked rice is comparatively tasty for eating. It improves bladder function and
enhances male sexual potency. It provides comparatively high energy. It is
recommended for consumption of person having high cholesterol in the blood.

Deveraddari

This is highly suitable for rice fields affected by flash floods and muddy soils.
Therefore this is popular in Galle, Matara, Kalutara and Rathnapura districts. It is
highly resistant to rice blast disease. The grain has high amount of zinc. It is able to
improve the immune system of the human body.

Gonabaru

Four months aged rice variety with medium size grain with red pericarp. It is
recommended to cultivate in both Wet and Dry zone. The plant architecture seems to
be bushy with drooping leaves at vegetative stage which is suitable for controlling
weeds. Cooked rice is non sticky and slightly tasty. Especially it is used for preparing
“Habala pethi”. It has high nutritional and medicinal value. It is rich source in zinc.
Gonabaru is a good source for treating diabetes and oxidative stress. Especially this is
able to develop immunity of the human body.

Pokkali

Traditionally Pokkali is cultivated in saline affected rice fields located at south


western coastal belt including Hambantota, Matara, Galle, Kalutara, Colombo and
Puttalam districts. It can tolerate very high saline conditions and very good source for
national and international rice breeding programs for improvement of saline tolerant
improved rice varieties. Especially the grain is rich in protein. Scientifically it is

12
proven that it is able to use as medicine to treat oxidative stress. In addition,
indigenous doctors believe that it has antibacterial effect.

1.1.4 Significance of the Traditional Rice Varieties


Traditional rice varieties are healthy, toxic free and produce valuable Ecosystem
Goods and Services (EGSs) such as improved soil productivity, reduced water
pollution and increased biodiversity. While consumers prefer organic food due to the
health concerns, not all of them are conscious of the environmental benefits and may
not be aware of the concepts of EGSs. Therefore it is safe to argue that the driving
force for traditional rice varieties demand is its health benefits.

Traditional rice varieties that are known for many positive health impacts are mostly
used in organic farming. Some such varieties contain a low glycemic index, suitable
for diabetic patients, some for people with cholesterol, while some help ease of the
effects of chemotherapy for cancer patients. The farmers who have been cultivating
and consuming traditional rice for years have, always been aware of these health
benefits, and the researchers of Industrial Technology Institute (ITI) of Sri Lanka now
have scientific evidence of these benefits.

In addition, the application of organic manure prevents toxic material from being
absorbed fertilizer; especially Triple Super Phosphate (TSP) has the probability of
releasing heavy metal to the soil, which can be absorbed by the plant or being washed
into the water streams polluting the surface as well as ground water. Therefore, the
rice varieties as well as the way it’s cultivated defines the good quality of the
traditional rice varieties. For the cultivation, most of the farmers use only compost
like fertilizers.

Among the EGSs produced through the Traditional rice varieties farming systems the
major ones are soil quality improvements, reduction of water pollution and improving
the biodiversity. On average, an organic farming system can change all these factors
to the positive side by 5-10%. Therefore, contributions of organic rice farming to the

13
environment are significant and important. Due to the organic farming traditional rice
varieties are a one of better quality environmental friendly product.

1.1.5 Current Market situation of the Traditional rice varieties


Current Market and Demand
According to the Priyangani, Kottearachchi and Attanayaka (2010), with the rapid
improvement of people’s living standards, fragrant rice is becoming more and more
popular in the world rice market. With the increasing awareness, people tend to be
more health conscious and more interested on nutritional quality of food. Therefore,
indigenous rice varieties have a considerable demand in local and international
markets. Commercial rice growers and rice exporters have already created a niche
market among the local and international consumers owing to their nutritional and
medicinal properties recognized through the indigenous knowledge as cited in
Abesekara et al., (2008).
Most of the traditional rice varieties are available in the super market complexes all
over the island such as Sathosa, Cargills Food City, Nihal Supper, Arpico Super
Center, Keells Super etc. Most of the time high and middle level income people are
buying traditional rice varieties from super markets. But those traditional rice varieties
are very rare at the small shops in the country.
Lots of people in Sri Lanka don’t have any awareness about healing effect and
nutritional qualities of the traditional rice varieties, because they mainly focus on the
taste of the rice. So this may be threatened to the demand of traditional rice varieties
of the Sri Lankan. In addition to that there is only few numbers of traditional rice
varieties of the Sri Lankan markets. Such as Suwandel, Pachchaperumal,
Kuruluthuda, Heenati, batapole el etc. And also there is number of traditional rice
variety producers in Sri Lanka. Such as CIC Agro Business, ECO Wave limited,
Nipuna Rice, Hela Suwaya Products etc. And also Sri Lankan traditional rice varieties
are exported to USA, Canada, the European Union, UK, Australia, New Zealand, the
Middle East, and Japan.

In addition many farmers cultivate traditional rice varieties for their own
consumption, while only a portion of rice is sent to urban markets. This too targets a
selected segment of consumers, mostly the upper middle income and high income
groups. While many argue that the slow growth of the sector is due to the difficulties

14
in production, one cannot ignore that the high price of organic rice has a possible
impact on the reduction in the demand for consumption of the traditional rice varieties
in Sri Lanka.

The export market for rice remains limited due to the lack of required grades and
standards and also due to the low demand for indigenous rice varieties. A majority of
exports are sent across to UAE and Canada, which have large Sri Lankan expatriate
populations.

2010 / 11 – estimated exports – 17,000 metric tons

2011 / 12 – export forecasts – 10,000 metric tons

2012 / 13 – export forecasts – 10,000 metric tons

(Source: Global Agricultural Information Network)

However, traditional rice is gradually making a comeback; this is due to huge global
demand for organic food, taste of the traditional flavors and awareness of their healthy
qualities. Nowadays, people tend to be more health conscious and more interested on
nutritional quality of foods. It makes a reason for the increasing awareness of the
traditional rice varieties is Sri Lanka. Most of them consume traditional rice varieties
to prevent from non-contagious diseases like diabetes, Cancers, Cholesterol, high
blood pressure etc.

Current Prices of the Traditional rice varieties in Sri Lanka

When considering about the current prices of traditional rice varieties, there are huge
difference in between price of normal rice varieties and the traditional rice varieties.
There are high prices for the traditional rice varieties than the normal rice varieties.
However there are several arbitrary values for the traditional rice base on the different
producers and the shops. And those prices change very quickly on the market.

Following figures represent the current prices of some traditional rice varieties in the
present market.

Market prices of the Suwandel rice (1kg) Rs.150, Rs.176, Rs.285, Rs.320

15
Market price of the Kalu heenati rice (1kg) Rs.165, Rs.280, Rs.310

Market price of the Pachchaperumal rice (1kg) Rs.160, Rs.210, Rs.265

Market price of the Kuruluthuda rice (1kg) Rs.165, Rs.240

Market price of the Batapola el rice (1kg) Rs.160, Rs.165, Rs.200

Market price of the Madathawalu rice (1kg) Rs.165, Rs.300

Market price of the Kahawanu rice (1kg) Rs.165

1.2 Problem Statement


There are unique qualities and healing effects of the traditional rice varieties in Sri
Lanka, according to the above explanations about nutritional and medicinal values of
the traditional rice varieties.

And there are huge price differences between normal rice varieties and traditional rice
varieties in the Sri Lankan rice market. If these rice varieties are more expensive than
the other normal rice varieties, there is a demand for the traditional rice varieties
because of nutritional medicinal benefits. Consumers purchase traditional rice
varieties mainly because they want a healthy and safe product.

Due to the market failure there are arbitrary values of the traditional rice varieties.
Market failure happens when the price mechanism fails to allocate scarce resources
efficiently or when the operation of market forces lead to a net social welfare loss.

Hence, due to the arbitrary price, traditional rice varieties may not be a preferred
option for consumers in country, which in turn threatens the demand for traditional
rice varieties in Sri Lanka.

“Arbitrary values” it means, there is no fixed/ uniform/ or reasonable market prices


for each type of traditional rice varieties matching with the each type of healing
effects and nutritional qualities. So the prices of each and every traditional rice
varieties should be based on their medicinal and nutritional properties.

If there is a controlled price for the normal rice, traditional rice does not have a
controlled price. Samba (1kg) – Rs.77, White Nadu (1kg) – Rs.68, Red Nadu (1kg) –
Rs.66 and Sudu Kakulu (1kg) – Rs.65 as priced according to the controlled price for
rice in 2017.

16
Not only that, but also different shops charge different prices and different producers
provide different prices for each traditional rice varieties in Sri Lanka.

Arbitrary prices of the selected traditional rice varieties:

Suwandel rice prices,

Market price of the Suwandel rice (1kg) in Cargills Food City is Rs.285

Market price of the Suwandel rice (1kg) in Nihal Supper is Rs.320

Market price of the Suwandel rice (1kg) in Arpico Super Center is Rs.176

Market price of the Suwandel rice (1kg) in Agricultural centers is Rs.150

Kalu heenati rice prices,

Market price of the Kalu heenati rice (1kg) in Nihal Supper is Rs.280

Market price of the Kalu heenati rice (1kg) in Cargills Food City is Rs.310

Market price of the Kalu heenati rice (1kg) in Agricultural centers is Rs.165

Pachchaperumal rice prices,

Market price of the Pachchaperumal rice (1kg) in Nihal Supper is Rs.210

Market price of the Pachchaperumal rice (1kg) in Cargills Food City is Rs.265

Market price of the Pachchaperumal rice (1kg) in Agricultural centers is


Rs.160

Madathawalu rice prices,

Market price of the Madathawalu rice (1kg) in Cargills Food City is Rs.300

Market price of the Madathawalu rice (1kg) in Nihal Supper City is Rs.165

Market price of the Madathawalu rice (1kg) in Agricultural centers is Rs.165

Kuruluthuda rice prices,

Market price of the Kuruluthuda rice (1kg) in Nihal Supper is Rs.165

Market price of the Kuruluthuda rice (1kg) in Cargills Food City is Rs.240

17
Those prices do not make reasonable values for the each type of medicinal and
nutritional values of the traditional rice varieties due to some issues around the price
determination of the traditional rice varieties. Therefore, it is important to explore
what is viewed as reasonable or is the acceptable level of price increment of
traditional rice varieties that do not deter consumers from buying the product when
making a purchasing decision.

This study aims at estimating uniform prices for each selected traditional rice varieties
according to their medicinal and nutritional values. So this research is going to
estimate how much would like to spend on each type of traditional rice varieties of Sri
Lanka based on consumers’ willingness. Therefore the study was selected as,

“Estimating the demand for selected Traditional rice varieties in Gampaha district, Sri
Lanka”

1.3 Research Question


 How much consumers’ willingness to pay for the selected traditional rice
varieties like Suwandel, Kalu heenati, Kuruluthuda and Pachchaperumal and
Madathawalu?

1.4 Research Objectives


 To estimate consumers’ willingness to pay for selected traditional rice varieties
of Sri Lanka according to their nutritional and medicinal values.
 To identify the demographics factors associated with willingness to pay for
selected traditional rice varieties of Sri Lanka.
 To make awareness within the society about traditional rice varieties of Sri
Lanka.

1.5 Significance of the study


 To the Consumers
This research is more significant to the consumers who are buying traditional
rice varieties in Sri Lanka. Because the researcher aims to find out the uniform
prices for the selected traditional rice varieties, those have high demand in the
present market.
This research will improve the awareness and interest about traditional rice
varieties within Sri Lankan and foreign consumers, those who are discouraged

18
to buy traditional rice varieties because of high arbitrary prices. This facilitates
for consumer to buy traditional rice varieties from any shops, due to the
assigned uniform prices.

 To the Farmers
Farmers will encourage cultivating the traditional rice varieties in Sri Lanka as
the high demand of the traditional rice varieties. And they can reduce their
production cost while using organic farming system.

 To the Super Markets, shops


As the research provides uniform prices for the selected most famous
traditional rice varieties in present market, they can maintain continuous
demand and attract most of the consumers. So it will contribute to improve
their profit also.

 To the Society
Traditional rice varieties are most important organic food for the Sri Lankans.
Because of that contains high nutritional and medicinal values. This research
provides knowledge to the society about each type of healing power and
estimating uniform prices for selected traditional rice varieties. Nowadays lots
of people are suffering from deceases like diabetes, cholesterol, high blood
pressure etc. So this may contribute to build healthy and quality workforce for
Sri Lanka. And this research will contribute to motivate the consumption of
environmental friendly product.

 To the Government
This research is significant for the government authorities, because this
research aims at finding consumer’s willingness to pay for the selected
traditional rice varieties, which are most famous in the present market. Then
government can take an action for establishing uniform prices for each
traditional rice variety that is matching with each type of nutritional and

19
medicinal values and contributes to the environmental friendly products of Sri
Lanka.

 To the Students
This research is significant for the students who are learning about the
environmental economic concepts like willingness to pay.
This research would be a helpful material for the future researchers and the
readers who are interested in this field of research. The questionnaire will be
support for the future researchers.

1.6 Limitations of the study


This study is only based on consumers’ opinions on western province. This sample
base may represent only a lower rate of total consumers. Therefore, it missed
consumers’ opinion of rest of other provinces in country.

The researcher uses a questionnaire to collect primary data from the consumers. The
concepts such as perceptions, ideas and opinions, those are highly subjective factors
and differ from one person to another.

The research is going through limited time period. Therefore time is huge barrier for
the entire research. Questionnaire surveys occur to the low response rate. Low
response is cursing of statistical analysis.

Written questionnaire surveys are simply not suited for some people like poorly
educated people. Survey research needs good deal of knowledge on the part of the
researcher. In a questionnaire survey, cannot ensure truthfulness of the respondents’
responses.

20
1.7 Chapter Organization

Chapter One: Introduction


The first chapter will be giving a brief introduction to the thesis, including
background, problem statement, research questions, objectives, significance and
limitations of the study.

Chapter Two: Literature review


Here, researcher illustrates what are the important factors and information previous
researches have conducted to particular areas and further looking theories, principles
and concepts which are applicable to this study. The result of empirical evidence built
a foundation for a study of estimating demand for the selected traditional rice varieties
in Sri Lanka.

Chapter Three: Research methodology

21
This chapter is reserved for explaining about the methodology of this study. Further, it
includes more information about the population, sample, analysis method, data
presentation methods and about the data analyzing tool.

Chapter Four: Data analysis and discussion


This chapter presents the data analysis and findings of the study. The findings are
being presented in tables, bar charts and diagrams. This chapter analyzes the actual
results of the research and testing of the research questions presented for the study.

Chapter Five: Conclusion and Recommendations


In the context conclusion has described the whole the activities from the beginning of
this task which is led by the study and some of the suggestions for future researches.
As an output of the study, it can be given some of recommendations and suggestions
for fixing the uniform prices and increase the demand of the traditional rice varieties
in Sri Lanka.

CHAPTER TWO

LITREATURE REVIEW

22
The aim of this study is to estimate the demand for the selected traditional rice
varieties in Gampaha district, Sri Lanka. In the first section, the traditional rice
varieties of Sri Lanka and their nutritional and medicinal properties will be discussed.
The second section will provide some empirical studies about nutritional and
medicinal properties of traditional rice varieties and methods used for valuing the
demand for the selected traditional rice varieties as expressed in the reviewed
literature.

2.1 Traditional Rice Varieties

Rice is the staple food in Sri Lanka and there are over 300 different traditional rice
varieties (Abeysekara, Premakumara, Ratnasooriya, & Chandrasekharan). Sri Lanka
has a rich treasure of traditional rice cultivars and there are about 2000 conserved
traditional rice varieties (as cited in Priyangani, Kottearachchi, Attanayaka and
Pathinayake 2008). There were over four hundred different traditional varieties of rice
grown in the country, each with different nutrient values and cooking and eating
characteristics (Abeysekera W. , et al., 2008). According to the Kandy Agro
Horticultural and industrial exhibition in 1902, there were around 300 traditional rice
varieties (Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017)
(Appendix A). Some names of traditional varieties are modified from previously used
names i.e., Perun Nalli, Modei Karupan, Pachchei Perunal in to Periawellai,
Mottakarupan and Pachchaperumal respectively. There were many differences in the
popularity and diversity of traditional varieties over districts at present and past
(Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017) (Appendix
B). And that large number of traditional rice varieties was cultivated in the past eras
while at present it is restricted to few varieties within the same district in Sri Lanka. In
addition there was a large diversity of varieties in the Wet zone in the past while
comparatively low at present. And Most of the varieties which are cultivated at
present are able to cultivate in both Yala and Maha seasons. According to statistics
the extent of traditional rice varieties in country was 0.83% from total cultivated area
of rice (Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017). The
extent of most popular traditional rice varieties in Sri Lanka is shown in following
table.

23
Table 2.1 : Cultivated extent of most prominent Sri Lankan traditional rice varieties in
year 2013

Traditional variety Cultivated extent (ha)


Pachchaperumal 607
Suwendel 243
Sudu heenati 182
Mada thawalu 94
Mudu kiriel 44
Kalu heenati 66
Sudu wee 35
Kuruluthudu wee 41
Batapola el 20
Rath suwendel 146
Murungakayan 1090
Source: Withanawasam, 2017

2.1.1 Nutritional and Medicinal values of the Traditional rice varieties

The main feature of traditional rice varieties are their nutritional and medicinal
properties (Seneviruwan, 2010). The major important of traditional rice varieties are
due to its medicinal and nutritional values. In the Ayurvedic texts, different medicinal
applications of these different rice varieties have been described. Accordingly, the
indigenous doctors use these varieties in the preparation of many herbal medicines.
The nutritional and medicines values of some traditional rice varieties are proven by
several scientific research conducted by different research institutes of Sri Lanka
(Withanawasam, Heritage of Heirloom Rice Varieties of Sri Lanka, 2017). According
to the scientific research (as cited in Resurreccion et al. 1979; Singh and Juliano 1977;
Cagampang et al. 1976) the findings of those experiments are explained by the
Withanawasam (2017) as, all most all tested traditional varieties show high amount of
protein than improved rice varieties but one of recently recommended improved rice
variety named Neeroga (At 311) shows combatively higher amount of iron content in
grains. Some of traditional varieties show comparatively higher amount of iron
content than improved rice varieties. According to the results, most of traditional

24
varieties and some improved varieties show high amount of zinc content. In addition
to that the nutritional components and some health concern properties were analyzed
by several scientists in Sri Lanka. Rice bran was screened for anti-amylase and anti
glycation activity. Experimentally proven that the anti-amylase and anti glycation
activity is important to control diabetes mellitus. Increased protein glycation and the
subsequent build-up of tissue advanced glycation endproducts (AGEs) contribute to
the pathogenesis of diabetic mellitus. Protein glycation is accompanied by generation
of free radicals through autoxidation of glucose and glycated proteins and via
interaction of AGEs with their cell surface receptors. Glycation derived free radicals
can damage proteins, lipids and nucleic acids and contribute to the oxidative stress in
diabetes. There are some compounds with anti-glycation activity as they may have
therapeutic potential in delaying or preventing the diabetic complications. It clearly
shows that Sudu heenati, Goda heenati, Dik wee and Masuran show significant effect
to reduce diabetes than other all varieties due to high level of inhibition rate of
diabetic related functions such as anti glycation and anti-amylase activities. Results
reviled that the red pericarp varieties have more inhibitory activity of amylase and
glycation. Natural anti-oxidants in rice grains are more important to react against
oxidative reactors in living cells and ultimately reduce the oxidative stress. According
to findings content of antioxidant in red pericarp grains is higher than white pericarp
grains and comparatively higher in some traditional varieties. As an overall
conclusion red pericarp rice has more nutritional and medicinal value than white
pericarp rice. According to the results some traditional varieties as well as red
pericarped improved rice varieties are medicinally and nutritionally important for
human beings (Appendix C).
All traditional rice varieties were medicinal value and rich in nutritional properties
(Seneviruwan, 2010). According to the Ayurvedic texts, for medicinal purposes, the
most widely-used rice variety was Heenati. There are several sub varieties of Heenati
and among them the Black Heenati is considered the best. For the treatment for snake
poisoning, Black Heenati was boiled with water to prepare gruel and given to the
patient. Traditional doctors added the juices of various floras to the gruel prepared
with Heenati rice, to obtain different attributes and results. In addition, for chronic
diseases such as diabetes (Madhu Meha), gruel prepared with Heenati rice was
invariably used. "Mudamahana" was another herb with unique medicinal values in the
indigenous medicine. Food prepared from such rice; cooked rice, rottior pittu, were
25
considered as a cure for diabetes. The red Heenati was used as a treatment for
Hepatitis. Black Heenati was used as a cure for various ailments, particularly in the
treatment of diarrhea. Thavulu Heenati was considered for convalescing patients who
had problems in the digesting system. The Medicinal Heenati (Beheth Heenati) was
also used in the treatment of snake bites. The nutritional value of White Heenati was
also considered as the highest. If Heenati rice were not available, rice from Dhahanala
or Polael varieties were substituted for the above treatments. "Murungakayan" was
extensively recommended for expecting mothers. Its nutritional values were
considered good for the growth of the fetus and useful for the mother at her
confinement. Pachchaperumal was also considered as a very good controller of
diabetes. All "Maa Wee" varieties were considered as very high in nutritional values,
and fat content. Rice from Maa Wee was commonly used in orthopaedic treatments.
Rice from Maa Wee was considered as a heavy diet which digests slowly. Rice
obtained from the previous season's Maa Wee paddy was believed to contain higher
nutritional values than the newer rice obtained from the most recent season's paddy.
Their rice was widely used in the treatments for gangrene and jaundice. Among the
sub-varieties of El Wee, the most popular one was Suwandel. In addition, Suwanda
Samaba and Rath Suwandel were also popular. All those varieties were used in
particular to make Milk Rice. Such rice were sweet in taste and aroma and was
believed to contain aphrodisiac properties and helpful in sweetening the voice. Rice
from all those El Wee varieties were comparatively easy to digest and contained high
nutrients and therefore were prescribed for expecting mothers and infants. At the
ceremony to mark the first rice meal of the babies (Indul Kata Gema), invariably rice
from an "El Wee" variety was used. Rice prepared by boiling the raw rice obtained
from the most recent harvest were of particular value, as it was believed to improve
the immune system of the body and prevent many ailments. A medical drink
(Peyawa) prepared from rice was used in the control of fever. It was a tradition of the
Sri Lankan villagers to consume gruel prepared from rice either without adding
anything else (Lunu Kenda) or with the addition of juices from various flora and
coconut milk (Kola Kenda) as breakfast. The use of rice from traditional paddy
varieties for this purpose enhanced their nutritional values.
Samaranayaka, Yathursan, Abeysekara and Herath (2017) studied about the
nutritional and antioxidant properties (AP), moisture, crude fat, crude protein, crude
ash, available carbohydrates, total dietary fiber (TOF) and sugar contents using
26
standard analytical techniques, while oil extracted from rice bran was studied for the
fatty acid profile using gas chromatographic technique. Antioxidant properties were
studied using ferric reducing antioxidant power (FRAP) and 2-azino-bis (3-
ethylbenzothiazoline-6-sulfonic) acid (ABTS) radical scavenging activity for the 70%
ethanolic extracts of the rice bran of the traditional red and white rice varieties of Sri
Lanka namely Kurulu Thuda, Nikanda, Heenati, MaaWee and Suwandal. As results
of their research, Suwadal had the highest TOF, Heeneti had the highest crude ash
content while Maa Wee had the highest protein and sugar contents. Both Suwadal and
Kurulu Thuda showed the highest fat content. Oleic acid was the most predominant
fatty acid in all rice bran oil types. The highest oleic and palmitic acids were observed
in Kurulu Thuda while MaaWee had the highest linoleic acid content. For AP, the
highest activities for both FRAP and ABTS radical scavenging activity was observed
for the red rice variety Kurulu Thuda while white rice variety Suwadal had the lowest.
Furthermore the study was conclude as, nutritional and AP vary significantly among
the varieties and only AP varies significantly between the red and white rice types
(Appendix D).
Abesekara, Premakumara, Chandrasekaran (2017) explored that physicochemical and
nutritional properties of twenty three traditional rice varieties in Sri Lanka. The
researcher studied about moisture, crude ash, crude protein, crude fat and total
carbohydrate content of the selected traditional rice varieties as the nutritional
properties. According to the findings Madathawalu had the highest moisture content
while Herath Banda had the lowest. Beheth Heeneti, Masuran, Dik Wee and Herath
Banda had the moisture content <11%, while Madathawalu, Pachchaperumal, Sulai
and Suduru Samba had moisture content > 12%. The rest of the rice varieties had
moisture content within 11%–12%. All the selected rice varieties had protein content
> 10%. The red rice Pachchaperumal had the highest protein content. The lowest
protein content was observed in the variety Gonabaru. Red rice varieties
Pachchaperumal (13.27% ± 0.32%) and Wanni Dahanala (13.14% ± 0.12%) and
white rice variety Suduru Samaba (13.16% ± 0.05%) had protein content > 13% and
these varieties were the highest protein-containing varieties in this study. When
studied about the crude fat content White rice varieties had significantly higher (P <
0.05) fat content than red rice varieties tested in this study. White rice variety Suduru
Samba had the highest fat content (4.12% ± 0.28%) among all the rice varieties
studied. Kattamanjal (3.25% ± 0.09%) and Rathu Heeneti (3.08% ± 0.37%) had fat
27
content > 3% and the rest of the rice varieties had fat content in the range of (2.18 ±
0.10)% to (2.97 ± 0.03)%. Red rice variety Wanni Dahanala had the highest ash
content (1.92% ± 0.05%) while white rice variety Suduru Samba had the lowest
content of crude ash. Total carbohydrate contents of selected rice varieties varied
from (81.42 ± 0.25) % to (85.66 ± 0.24) %. Red rice variety Gonabaru had the highest
total carbohydrate content while white rice variety Suduru Samba had the lowest.
Among the rice varieties tested Gonabaru (85.66% ± 0.24%), Herath Banda (85.36%
± 0.30%), Masuran (85.22% ± 0.73%) and Sulai (85.12% ± 0.09%) had total
carbohydrate content > 85%, while the rest of the rice varieties had total carbohydrate
content in the range of 81%– 84%. Among the rice varieties studied, red rice variety
Sudu Heeneti exhibited the highest total and insoluble dietary fiber contents, while
red rice variety Beheth Heeneti had the highest soluble dietary fiber contents
(Appendix E).
According to the Hela Suwaya producers, they have analyzed the nutritional qualities
in between traditional rice varieties and improved varieties as follows.

Table 2.2 : Nutritional quality comparison of the traditional rice varieties and
improved rice

Varity Protein Fat % Carbohydrate Iron Anti-


% % mg/100g Oxidant
Improved Bg 352 7.5 4.3 72.7 1.9 0.7
rice Bg 358 6.6 2.9 73.6 1.8 0.4
Traditional Pachchaperumal 13.3 2.8 70 3.0 3.3
rice Kalu Heenati 11.4 2.7 71 2.7 2.7
Kahawanu 10.6 2.7 74 2.4 1.8
Madathawalu 11.5 3.0 71 2.8 1.7
Beheth Heenati 11.4 2.7 73 2.2 1.7

Table 2.3 : Nutritional and Medicinal values comparison of Traditional rice varieties
more than improved rice varieties

Nutritional and Traditional rice varieties more than improved rice


Medicinal values varieties
Protein More than two times of the improved rice varieties
Iron More than 66% of the improved rice varieties
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Zink More than two times of the improved rice varieties
Anti-Oxidant More than seven times of the improved rice varieties
Fiber More than improved rice varieties
Vitamin E More than improved rice varieties
Diabetic control More than improved rice varieties
Cancer control More than improved rice varieties
Medicinal values More than improved rice varieties
(Source: www.HelaSuwaya.org)

2.1.2 Antioxidant properties of the Traditional rice varieties

Abeysekara, Premakumara, Ratnasooriya, & Chandrasekharan have conducted a


study to avaluate the antioxidant properties of some Sri Lankan traditional red rice
varieties. Masuran, Dik Wee, Goda Heeneti and Sudu Heeneti were used in this
study.
Antioxidant properties of bran extracts of selected RV were evaluated using total
polyphenolic content, 1, 1-diphenyl-2-picryl-hydrazyl (DPPH) radical scavenging, 2-
azino-bis (3-ethylbenzothiazoline-6-sulfonic acid [ABTS] radical scavenging and
ferric reducing antioxidant power (FRAP) in vitro antioxidant assays.
Significant differences were observed among bran extracts of selected rice varieties
for investigated antioxidant properties (P<0.05). Mean TPC, DPPH, ABTS and FRAP
antioxidant properties were in the range of 11.74 – 29.75 mg gallic acid equivalents/g,
5.14 ± 0.17 – 6.77 ± 0.06 mmol Trolox equivalents (TE)/100g, 8.67 ± 0.14 – 14.25 ±
0.46 mmol TE/100g, 8.30 ± 0.15 – 11.02 ± 0.25 mmol FeSO4/100 g rice bran
respectively. The order of mean TPC was Sudu Heeneti > Masuran > Goda Heeneti >
Dik Wee. Bran extracts of all the varieties exhibited dose dependent radical
scavenging activity against both DPPH· and ABTS radicals. Bran extracts of Goda
Heeneti demonstrated maximum radical scavenging activity for both radicals.
However, the order of scavenging was observed to be different among bran extracts of
different varieties for DPPH and ABTS radicals. The order of scavenging for DPPH
was Goda Heeneti > Sudu Heeneti > Dik wee > Masuran and for ABTS it was
observed as Goda Heeneti > Sudu Heeneti > Masuran > Dik Wee. Highest mean
FRAP was observed for bran extract of Goda Heeneti variety while lowest for bran
extract for Sudu Heeneti variety. The antioxidant power of the bran extracts was in
the order of Goda Heeneti > Masuran > Dik Wee > Sudu Heeneti. Finally the
researcher revealed that, brans of selected Sri Lankan traditional red rice possess

29
marked antioxidant properties and consumption may play an important role in
prevention of oxidative stress associated chronic diseases.

2.1.3 Diversity of Grain Quality Characteristics of Traditional rice varieties

Rebeira, Wickramasinghe, Samarasinghe and Prashantha (2014) have done a research


about Physical properties of rice grain namely, kernel length, width, milling recovery,
head grain yield, and physicochemical properties including amylose content,
gelatinization temperature, gel consistency and volume expansion ratio for 21 selected
traditional rice varieties. The researchers found the brown rice and hull percentages
varied from 77-80% and 20-23%, respectively while the head rice yield varied
between 55-73% for raw rice milling except for the variety Kuruluthuda. The volume
expansion over cooking was more than 2.6 times compared to uncooked rice in all the
varieties except for Kuruluthuda and Masuran. The gelatinization temperature (GT)
was determined based on alkali spreading score and the majority of the rice varieties
evaluated showed intermediate GT (70-74 ºC). The rice varieties Madathawalu,
Pokkali, Maa Wee, Gonabaru, Inginimitiya and Dular showed low GT values (55-69
ºC). No variety was found with a high GT (above 74 ºC). Intermediate amylose
content (AC) was observed in the majority of varieties except Suduru Samba that
recorded a low AC while Herath Banda and Kalu Heenati recorded high ACs.
Pachchaperumal and Maa Wee reported a low AC close to intermediate AC. The gel
consistency (GC) was highly varied among the selected varieties. Usually soft GC is
preferred over hard GC by the consumers. Rice varieties Herath Banda, Wanni
Dahanala, Rathal, Hondarawalu, Kuruluthuda, Deveraddiri, Sulai and Masuran were
identified as the soft GC varieties.

2.1.4 Diversity of Cooking and Eating Quality of Traditional rice varieties

Hettiarachchi, Rebeira, Prasantha and Wickramasinghe (2016) have analyzed several


physical and cooking quality parameters of fifteen traditional and nine hybrid rice
varieties. All the tested parameters showed significance variations (p<0.05)
irrespective of being traditional or hybrid varieties. The highest equivalent diameter
was observed in Devaraddiri while lowest was recorded for Sudurusamba. The mean
kernel volume values ranged from 4.08 ± 0.01 - 20.54 ± 0.13 mm3. The highest

30
kernel length of 6.82 mm was observed in At 305 and the lowest value of 3.6 mm was
observed in Suwandel. The highest surface area was reported in Devarradiri (5.54 ±
1.07 mm2) while the lowest value (2.35 ± 0.27 mm2) was reported in At 306. Bw
272-6B, Bg 358, Bg 360, Suwandel and Sudurusamba recorded high surface area to
volume ratios than others varieties. Bulk density varied from 833.9 ± 1.37 kg/m3 to
754.2 ± 0.918 kg/m3. Bold shape grains of Bg 352, Bg 358, Suwandel and Bw 267-3
had the higher bulk density than slender grains of Dikwee, Iginimitiya, Bg 94-1, At
306 and At 405. Porosity was lower in bold shape grains than in slender grains.
Minimum and highest cooking time of 15.00 ± 0.01 min and 31.00 ± 0.24 min were
recorded for At 405 and Herathbanda respectively. Slender rice varieties of Dikwee,
Iginimitiya, Bg 94-1, At 306 and At 405, showed a lower solid loss than other grains
due to their comparatively low surface area.

Abeysekera, Somasiri, Premakumara, Bentota, Rajapakse, Ediriweera (2008) have


done a study to examine the cooking and eating qualities of some traditional rice
varieties in Sri Lanka. In this study, the researchers analyzed about amylose content
(AC), gelatinization temperature (GT), and gel consistency (GC), because which are
the major physico-chemical parameters responsible for cooking and eating quality of
rice. Amylose content of selected 25 traditional rice varieties varies from 27-31% and
are all high amylose varieties. GT of the selected rice varieties varied from high, high-
intermediate and low and GC was hard, medium or soft. According to them there was
no correlation found between AC and GT of selected traditional rice varieties. And
they concluded that these findings will be useful in rice breeding when choosing
selective germ plasms for release or in further developments.

2.2 Economic Valuation of Environmental Goods


Economic valuation refers to the assignment of money values to non-marketed assets,
goods and services, where the money values have a particular and precise meaning.
Non-marketed goods and services refer to those which may not be directly bought and
sold in the market place (Pearce & Ozdemiroglu, 2002).
If a good or service contributes positively to human wellbeing, it has economic value.
Whether something contributes to an individual’s wellbeing is determined by whether
or not it satisfies that individual’s preferences (Pearce & Ozdemiroglu, 2002).

31
There are two ways of estimating the economic values attached to non-marketed
goods and services such as revealed preferences (Indirect method) or stated
preferences (Direct Method). The revealed preferences estimations are based on the
observed behavior of individuals in the market of a good or service related to the one
of interest (Lopez-Feldman A. , 2012). This technique can classified into travel cost
method, hedonic pricing, Production Function, Cost of illness and Replacement Cost.
Stated preference technique try to elicit information about the value of the non-
marketed good or service directly from the individual (Lopez-Feldman A. , 2012).
This technique can classified into contingent valuation and choice modelling
techniques.
This analysis explains how money values is determined by stated preference methods,
that are the most comprehensive and commonly used set of techniques. Stated
preference techniques consider asking people questions, rather sort of a market
research interview. The aim is to see how people respond to a range of choices, and
thus to establish the extent of collective willingness to pay for a particular benefit
(Pearce & Ozdemiroglu, 2002).
Stated preference is based on what people say rather than what they do, however it’s
more flexible than revealed preference and can potentially be applied in almost any
valuation context. Hypothetical or Non hypothetical payment scenarios can be defined
in great detail in order to produce conclusions about people’s willingness to pay for
either specific aspects or the entirety of goods, services or other things that are
relevant to the decision.

2.2.1 Theory of Willingness to pay


Willingness to pay is the direct method for valuating Environmental goods and
services. The notion of willingness-to-pay could be defined as the amount of money
represented by the difference between consumers’ surplus before and after adding or
improving a given food product attribute (Rodriguez, Lacaze, & Lupin, 2008).
Willingness-to-pay refers to the maximum amount of money a person is willing to
pay for some product (Breidert C. , 2005). The willingness to pay is the fundamental
readiness of a costumer to pay a maximum price for a specific performance in a future
purchase situation (as cited in Diller, 2008).

32
Willingness to pay dissertation as the Price Estimation scene. The Price Estimation
scene is a method to estimate willingness-to pay at an individual level based only on
each respondent’s provided information (Breidert C. , 2005).

Figure 2.1: Cost-Based versus Value-Based Pricing (as cited in Nagle and Holden,
2002).

Cost-Based Pricing
Product Cost Price Value Customers

Value-Based Pricing
Customers Value Price Cost Product

Breidert (2005) pointed out the willingness to pay concept is most accurate techinque
to establish value based pricing system than the cost based pricing (Figure 2.1).
Most studies on willingness to pay theory are based on experimental designs, such as
contingent valuation, conjoint or choice-based models (Mai, 2014). Contingent
valuation method (CVM) is an analytical tool commonly used to elicit the public’s
WTP to protect non-marketed resources, such as recreation, wildlife, and
environmental quality (Lin, Somwaru, Tuan, Huang, & Bai, 2006).
Many scholars have practiced willingness to pay for economic estimations of the
organic food products, health field, river protection networks, environment qualities
and also technical products etc.

2.3 Empirical Studies


2.3.1 Empirical Studies on Willingness to pay for Public Environmental goods
Liebe, Preisendörfer, Meyerhoff (2011) have conducted a research to explain
individuals’ willingness to pay (WTP) for public environmental goods. Values of
public environmental goods such as clean air, unpolluted water, or biodiversity cannot
be derived from observation of individual behavior in the context of markets (revealed
preferences), they are commonly determined by responses to questions in surveys
(stated preferences). Contingent valuation (CV) is still the most prominent technique
of the stated preference methods in nonmarket valuation (as cited in Carson &
Hanemann, 2005). Using CV to value public environmental goods is an important and

33
controversial field of research. It is important because CV provides information about
“the (monetary) value of nature” and this can help political decision makers.
Balderjahn (2003), considered valid estimates of WTP essential for developing an
optimal pricing strategy. Such estimates can be used to forecast market response to
price changes and for modeling demand functions.

2.3.2 Empirical Studies on Willingness to pay for Organic Food Products


Krystallis and Chryssohoidis (2005) explained about Greek consumers’ willingness to
pay (WTP) for organic food products, which reflect consumers’ concern about the
“ethical” production of food in terms of its quality/safety, as well as environmental
friendliness. The researcher found that, Consumers’ stated WTP and the type and
magnitude of factors that affect it differ according to the organic food category. These
factors include food quality and security, trust in the certification, and, for some
products, brand name. Organoleptic characteristics, prices and consumers’ socio-
demographic profiles do not constitute determinants of organic WTP. Purchasing of
organic food follows “basic-highest frequency”, “basic-average frequency”, and “non-
basic” discrimination. The most frequently consumed organic products are some basic
components of the Greek diet. Only the factors “quality and security” and “trust” play
an important role in defining WTP for most organic food categories. Consumers’
attitudes towards both organic and PDO/PGI certifications converge towards a
perception of high quality food. Approximately 26 percent of the sample exhibited a
U-shaped WTP trend for 14 out of 16 organic food categories in increments from 45
to 120 percent. All the above elements of originality are particularly valuable for
organic food firms and policy/decision makers.

Rodriguez, et al (2008) have done a research in Argentina which was about


Contingent Valuation of Consumers’ Willingness-to-Pay for Organic Food. Many of
the scientific and economic variables related to food safety and food quality are
difficult to measure.
A well-used method to determine the benefit of a given improvement in food safety
and food quality is the estimation of consumers’ willingness-to-pay (WTP) for risk-
reduced food. Throughout these last years, organic agriculture has undergone a
remarkable expansion due, among other things, to the greater interest shown by
consumers aware of food safety concerns involving real or perceived quality risks.

34
This research aims to estimate consumers’ willingness to pay (WTP) for organic food
products available in the Argentinean domestic market, with a view to providing some
useful insights to gain support and outline strategies for promotion of organic
production, marketing, regulation, and labelling programs of organic food products. A
Binomial Multiple Logistic Regression model is estimated with data from a food
consumption survey conducted in Buenos Aires ity, Argentina, in April 2005. The
Contingent Valuation Method was chosen in order to calculate their WTP for five
organic selected products: Regular Milk, Leafy Vegetables, Whole Wheat Flour,
Fresh Chicken and Aromatic Herbs. The empirical results reveal that consumers are
willing to pay a premium for these products and that although prices play an
important role, lack of store availability and of a reliable regulatory system to mitigate
quality risks constraint consumption of organic products in this country. Among the
different methodological alternatives to assess consumers WTP, the Contingent
Valuation (CV) approach was chosen for their research even though CV is primarily
used for the monetary evaluation of consumers’ preferences for nonmarket goods.
According to them, CV tends to quantify the value consumers assign to products by
facing a hypothetical purchasing situation in which they have to answer how much
money they would be willing to pay for a given product, or if they would be willing to
pay a certain price premium.

William, et al (2006) have done a research to estimate consumers’ willingness to pay


(WTP) for biotech foods in China and to account for the effects of respondents’
characteristics on the likelihood of purchasing biotech foods and WTP. The researcher
employed the contingent valuation method for this study. A majority— about 60% or
higher—of respondents were willing to purchase biotech foods without any price
discounts. However, about 20% of them would only accept non-biotech foods. Price
premiums that respondents were willing to pay for non-biotech foods averaged about
23-53% for non-biotech soybean oil and 42-74% for non-biotech rice. The lower
bound WTP comes closer to the true value in light of hypothetical bias associated
with the contingent valuation method.

2.3.3 Empirical Studies on Willingness to pay for Ethical Attributes


Mai (2014) have done a study to examines consumers’ willingness to pay for three
selected ethical attributes, namely ‘Organic’, ‘Recyclable Packaging’ and ‘Fairtrade’

35
in monetary terms. To estimate how much consumers are willing to pay for the
selected attributes, they were used a modified choice-based experimental design with
manipulation of the key constructs.
The researcher revealed that, ‘Recyclable Packaging’ has the strongest influence on
the purchase decision, although this attribute generates the least additional value.
The aggregated result shows that although consumers are willing to pay more for the
product with ethical attributes than the one that is without, still around a half of them
are not willing to pay more. In terms of demographics, the results show no significant
differences between the two genders or different age groups in their willingness to
pay for ethical attributes. As might be expected, willingness to pay was correlated
with the level of consciousness of the ethical attributes.

2.3.4 Empirical Studies on Willingness to pay as an economic instrument for


coastal tourism management

Birdir1, Unal, Birdir2 and Williams (2013) have applied willingness to pay for
economic valuation of the Turkish beaches of Kizkalesi, Yemiskumu and Susanoglu
near Mersin. This study resulted from using data from 402 respondents at the beach.
Of the respondents 92% expressed a WTP to see the beaches improved through
tackling issues of washed up litter and man-made debris, provision of more social
activities and to maintain the quality of the beach. The mean values to pay a
reasonable charge were €2.33 for Kizkalesi, €2.22 for Yemiskumu and €1.77 for
Susanoglu beach per adult beach visit. Fixed price per visit followed by voluntary box
and through local taxes were the preferred mode of payment. It is suggested these
findings have value for local governments for efficient beach management.

2.3.5 Empirical Studies on Willingness to pay for River Network Protection


Shang, Che, Yang and Jiang (2012), studied about residents’ awareness of the value
of the river network, sought their attitude toward the current status, and employed a
logistic regression analysis based on the contingent valuation method (CVM) to
calculate the total benefit and explain the socioeconomic factors influencing the
residents’ willingness to pay (WTP). The results suggested that residents in Shanghai
had a high degree of recognition of river network value but a low degree of
satisfaction with the government’s actions and the current situation. The study also
illustrated that the majority of respondents were willing to pay for river network
36
protection. The mean WTP was 226.44 RMB per household per year. The number of
years lived in Shanghai, the distance from the home to the nearest river, and the
amount of the bid were important factors that influenced the respondents’ WTP.
Suggestions for comprehensive management were proposed for the use of policy
makers in river network conservation.

2.3.6 Empirical Studies on Willingness to pay for socially responsible technical


Products
Haase, Kohlmeyer1, Rich & Woll have done a research to estimate additional
willingness to pay for socially responsible technical products. The discrete choice
analysis was applied to this study for measuring willingness to pay. As technical
products, computer mice were chosen exemplary, since there is a partially fair mouse
available. It was found that two of three fair labeled mice have a negative willingness
to pay. Only consumers of the fair produced and labeled mouse has a positive
willingness to pay. The consumers pay perhaps more attention to the aspect of social
responsibility, if presented brands are comparatively unknown. The research found
that consumers allocate a higher value to social responsibility from this study.

2.3.7 Empirical Studies on Willingness to pay for Health field


Quevedo, Hernanedez, Espinosa, Escudero (2009) reviewed the concept of
willingness to pay within health economics evaluations. Over the last 20 years,
willingness-to-pay estimates alongside health economics research significantly
increased and in many cases they are one of the key factors for decision making on
issues of health policies. The WTP concept is highly controversial in economic
literature. Its use has expanded enormously over the last 20 years in economic
evaluations in the health area. On the other hand, the internal and external validity of
such a tool is still questioned, both theoretically and methodologically.
It is even common today for different technology evaluation agencies to seek to take
decisions based on predefined values, as is the case with the National Institute for
Clinical Excellence in the United Kingdom for defining if a new intervention will be
accepted or not (around £25,000-£30,000 per QALY gained).
However, so far it is unknown where these values come from or whether they apply to
all pathologies that exist in the health field.

37
Interesting facts are currently being discovered about willingness to pay, such as that
men are more willing to pay than women, or that there is no willingness to pay for
long term medical care, such as was found in the investigation in Catalonia.

2.4 Research Gap


According to the empirical evidence, many scholars have done researches related to
traditional rice varieties of Sri Lanka about their medicinal and nutritional properties
as the main feature of the traditional varieties. In addition to that there are some
researches about grain quality attributes, cooking and eating characteristics etc.
Nevertheless there isn’t any research related to the determination of uniform price for
traditional rice varieties that gathering from consumers.
If there are many researches about consumers’ willingness for the organic food
products, environmental quality, ethical attributes, technical product etc. However,
there is no study has been conducted for determining consumers’ willingness for Sri
Lankan traditional rice varieties according their medicinal and nutritional properties.
Due to that the researcher is going to obtaining a uniform price for selected traditional
rice varieties in Sri Lanka by using consumers’ willingness to pay.

38
CHAPTER THREE

METHODOLOGY OF STUDY

The methodology chapter is the most important part in a research which directs all the
activities toward to accomplish the research objectives. And also this is most
important to this study because the techniques discussed in this chapter guided the
researcher in the collection and analysis of the actual data. This section begins with
the explanation of the research approach, research design and time frame of the study.
Further, this chapter is an output of the previous chapters and input to the next chapter
on data presentation and analysis.

3.1 Research Site


Gampaha District is one of the 25 districts of Sri Lanka, the second
level administrative division of the country. It is the second most populous district of
Sri Lanka after Colombo District. The district is administered by a District Secretariat
headed by a District Secretary appointed by the central government of Sri Lanka.
The capital of the district is the town of Gampaha. Negombo is the largest city of this
district. The district was carved out of the northern part of Colombo District in
September 1978.

Map 3. 1: Map of Gampaha District


39
Gampaha District is located in the west of Sri Lanka and has an area of 1,387 square
kilometers (536 sq. mi). It is bounded by Kurunegala and Puttalam districts from
north, Kegalle District from east, Colombo District from south and by the Indian
Ocean from west. The borders of the district are the Ma Oya on the north, Kelani
River on the south and 1,000 ft contour line on the east.

Gampaha District is divided into 13 Divisional Secretary's Division (DS Divisions),


each headed by a Divisional Secretary (previously known as an Assistant Government
Agent. The DS Divisions are further sub-divided into 1,177 Grama
Niladhari Divisions (GN Divisions).

Attanagalla, Biyagama, Divulapitiya, Dompe, Gampaha, Ja-Ela, Katana, Kelaniya,


Mahara, Minuwangoda, Mirigama, Negombo and Wattala are the 13 Divisional
Secretary's Division.

Gampaha District's population was 2,294,641 in 2012. The majority of the population
are Sinhalese, with a minority Sri Lankan Moor and Sri Lankan Tamil population.

40
3.2 Research Approach
Research approaches can be deductive reasoning or inductive reasoning. Deductive
reasoning works from the more general to the more specific. Ultimate purpose of this
approach is to be able to test the hypothesis or research questions with specific data
and confirmation them. Inductive reasoning is moving from the specific observations
to broader generalizations and theories. According to this study, the research approach
is deductive approach because this research going through generalizes theory to
confirmation.
Qualitative analysis is employed to gain an understanding of underlying reasons,
opinions and motivations. Qualitative data collection methods vary using unstructured
or semi- structured techniques. However quantitative analysis is employed to quantify
the problem by way of generating numerical data or data that can be transformed into
usable statistics. Quantitative data collection methods are much more structured than
qualitative data collection methods. Researcher used quantitative method for the
research, as a result of this study tested the previous empirical theories, research
questions and used self- administered questionnaire for data collection.

3.3 Research Design


Research design includes sources of data, population, sample design, sample of the
study, data collection technique, data analysis technique and presentation,
methodological limitations and time frame of the study.

3.3.1 Sources of data


Sources of data can be categorized in to two main categories. These are mainly,
1) Primary Data
2) Secondary Data

The researcher used both primary and secondary data sources for the study.

Primary Data: Primary data can be defined as the data which are collected by the
investigator for the purpose of his or her study. An investigator collects primary data
for the first time from the respondents. In this study mainly used primary data by
collecting questionnaires by interviews with the customers who are shopping at the
super markets in Gampaha district. According to the primary data was gathered by
leading with self-structured questionnaire with the customers.

41
Secondary Data: In addition to that secondary data also has been collected to ensure
assembled primary data. The researcher used secondary data as Journal articles about
nutritional and medicinal properties of traditional rice varieties and previous empirical
researches.

3.3.2 Population of the study


The population of the study based on all consumers in Gampaha district, who aged 18
or above. According to the census data of Census and Statistics department in Sri
Lanka (2012), there were around 2,294,641 population in Gampaha district.

3.3.3 Sample design


Probability sampling and non- probability sampling are the methods of sampling.
Probability sampling can be Simple Random Sampling, Stratified Sampling, Cluster
sampling or Systematic sampling. Based on that cluster sampling method used as the
sampling technique for applying to reach the target population as the super market
customers in Gampaha district. .

3.3.4 Sample of the study


Krejcie and Morgan (1970) stated that the sample size needed to be representative of a
given population. By referring the Morgan’s table for “Determining sample size for
research activities” the researcher determined the sample size as 385 of super market
consumers which is correspondence to the 2,294,641 population.
By using cluster sampling method researcher randomly selected 30 consumers form
each 13 divisional secretariats in Gampaha district.

3.3.5 Data Collection Technique


Researcher conducted a questionnaire survey in order to gather data on consumers’
willingness to pay for selected traditional rice varieties. Based on the medicinal and
nutritional values of the each type of selected traditional rice varieties, five scenarios
were developed that were then presented to the respondents. Due to estimate the
uniform prices for selected traditional rice varieties base on medicinal and nutritional
values. Further by analyzing the collected data researcher is able to generalize the
findings of the study as well.

42
3.3.6. Developing Five Scenarios for Selected Traditional rice Varieties
Researcher considers five Scenarios for Selected Traditional rice varieties in this
study. These five scenarios address medicinal and nutritional properties of each and
every selected traditional rice varieties.

3.3.7 Payment Vehicle and Bid Values


Under each scenario, researcher proposed different bid values to consumers and
gauged their willingness to accept the bid as the proposed new uniform prices of each
selected traditional rice varieties. At present, Sri Lankans pay more than LKR 100 for
traditional rice varieties.
The prices for selected traditional rice varieties or bids took five values, i.e., LKR
150, LKR 200, LKR 250, LKR 300 and LKR 350, for super market consumers in
consumer survey based on the results of the preliminary studies. Each respondent
received only one offer or opportunity to accept a bid. The bid offer received was
randomly made based on the pre-determined range of offers.

3.3.8 Data Analysis Technique


Data presentation
Researcher used tables, bar charts and pie charts to present the general information,
consumer’s buying behavior, consumer’s view of willingness to pay for selected
traditional rice varieties in Sri Lanka of the sample gathered through questionnaire.
Further tables will used to present the final output of data analysis.
Data analysis
To analyze the data visually researcher used Contingency Valuation Method, Probit
command available in STATA 14 version econometric statistical package and SPSS
for analyzing the survey data which was collected from the sample.

43
Figure 3.1: Environmental Valuation Techniques.

Environment Valuation Techniques

Revealed Preferences Method Stated Preferences Method

Production Function Contingent Valuation


Method

Cost of illness Choice Model

Replacement Cost

Travel Cost Method

Hedonic Pricing

Source: Developed by researcher (2018)

3.3.8.1 Stated Preference Method


Stated preference approaches are based on constructed or hypothetical markets. The
economic value is revealed through a hypothetical or constructed market based on
questionnaires. They were developed as methods for valuing products and services for
which there are no observable market prices – typically environmental benefits.
They are also relevant for products and services with multi-attributes like water
services and often the interesting questions are how much do people value attribute x
(e.g.: environmental quality) versus attribute y (e.g.: security of supply), but those
attributes are not priced separately as the attributes cannot be simply unbundled.
Stated preference methods include contingent valuation and choice modeling (CE).
The researcher used the contingent valuation technique as follows.

44
3.3.8.2 Theoretical background of Contingent Valuation (CV) Technique
The Researcher employed Contingent Valuation Technique to estimate the
Willingness to pay for selected Traditional rice varieties in Sri Lanka.

Contingent valuation method (CVM) is an analytical tool commonly used to elicit the
public’s WTP to protect non-marketed resources, such as recreation, wildlife, and
environmental quality (Lin, Somwaru, Tuan, Huang, & Bai, 2006).

Contingent valuation surveys were initial proposed in theory by S.V. Ciriacy-


Wantrup (1947) as a way for eliciting market valuation of a non-market good. The
primary usage of the technique was in 1963 once Davis used surveys to estimate the
value hunters and tourists placed on a particular wilderness area. He compared the
survey results to an estimation of value based on travel costs and found good
correlation together with his results.

Contingent valuation is a survey-based economic technique for the valuation of non-


market resources, such as environmental preservation or the impact of contamination.
While these resources do offer people utility, certain aspects of them don’t have
a market value as they are not directly sold. Contingent valuation surveys are one
technique which is used to measure aspects of benefits. Contingent valuation is often
referred to as a ''stated preference'' model, in contrast to a price-based revealed
preference model. Each model is utility-based. Usually the survey asks directly how
much money people would be willing to pay (Are you willing to pay LKR X?) to
keep up the existence of an environmental feature, such as biodiversity.
Contingent valuation (CV) has been employed by economists for approximately 30
years to value changes in natural resources and environments (Adamowicz, Boxall,
Louviere, Swait, & Williams, 1994). Among the different methodological alternatives
to assess consumers’ Willingness to Pay, the Contingent Valuation (CV) approach is
primarily used for the monetary evaluation of consumers’ preferences for nonmarket
goods (Rodriguez, Lacaze, & Lupin, 2008).
When estimating the value of resource improvements there are two basic approaches
for this. The first approach involves the development of a detailed concept description
of the product for which the demand forecast is to be made. In the second approach,
the product of interest is viewed as one of many possible products which differ in the
values or positions they occupy on key product characteristics or features. The first
approach shares many similarities with traditional applications of Contingent

45
Valuation, in which as accurate as possible a description of a resource improvement
or damage is created, and samples of individuals are asked to respond to that
improvement using open- or closed-ended valuation questions. The problem with this
approach is that it relies very heavily on the accuracy of a particular description, and
any errors in the description discovered after the fact cannot be changed (Adamowicz,
Boxall, Louviere, Swait, & Williams, 1994).
According to Pearce (2002), the basis for Contingent valuation is non- consumptive
values cannot be estimated by observed consumption and the main use is to estimate
non-consumptive value of environmental attributes or goods. And also it requires
survey based date collection of the analysis.

3.3.8.3 Customer Survey


There are three sections in the questionnaire survey (see appendix F). Part A includes
the general information of the consumers. Part B describes the consumer’s buying
behavior and the part C focuses on consumer’s view of willingness to pay for selected
traditional rice verities in Sri Lanka according to their medicinal and nutritional
properties. This section mainly describe the proposed uniform pricing system for
selected traditional rice varieties matching with their each type of medicinal and
nutritional values and improve buying behavior of traditional rice varieties of Sri
Lanka.

3.3.8.4 Estimation Models of WTP


To estimate the consumers’ Willingness to pay for each selected traditional rice
varieties in Sri Lanka, researcher follows the estimation approach given in Lopez-
Feldman (2012).
It is possible to estimate individual ith WTP assuming that it can be modelled as the
following linear function:

WTPi (zi, ui) = ziβ+ ui (1)


Where:

zi a vector of explanatory variables (Rice Price, Age, Gender, Education,


Household Income, Employment)
β a vector of parameters,
ui an error term.

46
In this study, following are the explanatory variable:

educ: Education Level


age: Age of respondents in year
gender: Respondent’s gender (0= male and 1 = female)
hhinc: Household income (LKR)
marital: Marital status (1= married, 0 = unmarried)
entow: Working in organic food or environment-related field (1= yes, 0 = no)
tradiknw: Knowledge of the traditional rice varieties or brought traditional rice
varieties (1= yes, 0 = no)

Each individual is offered a single bid value (ti) and is expected to answer yes or no.
Donate yi = 0 if the individual answers no and yi = 1 if the answer is yes and it is a
previously determined amount (ti, that varies randomly across individuals).
It is expected that the individual can answer ‘yes’ when his/her WTP is greater than
the suggested amount ti, (i.e. WTPi >ti). If so, the probability of observing a positive
response (yi = 1) provides the values of the explanatory variables designated by,

Pr (yi =1ǀzi) = Pr ( WTPi > ti ) (2)


Pr (yi =1ǀzi) = Pr ( ziβ + ui > ti )
Pr (yi =1ǀzi) = Pr (ui > ti – ziβ ) (3)

Researchers normally use probit model once the dependent variable is binary (as cited
in Capps and Cramer, 1985; Bishop and Heberlein, 1979; Seller, Stoll, and Chavas,
1985). In this study, the end result is binary and researcher applies the probit model
for data analysis. Hence, researcher assumes that the error term ui has a normal
distribution N (0, σ2).

In this case, Equation can be written as:


ziβ ti
Pr (yi =1ǀzi) = Φ ( σ − σ ) (4)

Where:
Φ standard cumulative normal distribution function.
47
Note that, in Equation (4), the probit model has ti additionally to zi as explanatory
variables.
There are two ways in which one could estimate this model.
 The first is to use above Equation (4) and apply maximum-likelihood
estimation solving for β and σ.
 The other, which researcher use in this study, is to directly use the probit
command available in STATA statistical package. This makes it possible to
obtain the estimates of β / σ and -1/ σ. The results of the probit command are α
= β / σ (the vector of coefficients associated with each of the explanatory
variables) and δ = 1/ σ (the coefficient for the variable capturing the amount of
bid).

The WTP for individuals with certain characteristics and the WTP using the average
of explanatory variables equate as follows:

E (WTPǀz, β = z'[- 𝛿 ])

Where:

z' a vector with the values of interest for the explanatory variables.

3.4 Methodological limitation

Stated preference valuation techniques are complex and time consuming. Employing
a sound methodology is crucial for the credibility of results. Analysis can be exposed
to detailed and hostile scrutiny, especially if it is intended as a basis for policy
proposals, and inadequate approaches or skimpy data will be exposed. It is therefore
essential that the steps outlined in this guide are followed, to provide the firmest
possible foundation for public policy.

However, despite its wide usage, the contingent valuation has several limitations. It is
relatively costly to use, provides limited information about people's preferences and
can be prone to various biases.

48
3.5 Time Frame
Table 3.1: Time Frame for research

Activity

November

December

February
October

January

March

April
1 2 34 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3
4 4 4 4 4 4
01 Problem identification

02 Preparation of the
Proposal
03 Submission research
proposal and
presentation
04 Search for empirical
evidences
05 1st chapter preparation
and submission
06 2nd chapter
preparation and
submission
07 3rd chapter preparation
and submission
08 Data Collection

09 4th chapter preparation


and submission
10 5thchapter preparation
and submission
11 Final report
preparation and
submission

49
CHAPTER FOUR

DATA ANALYSIS AND DISCUSSION

This chapter will explain descriptive and statistical analysis of the study to
materializing established objective of the study. The descriptive analysis was done
through the data presentation by using table, pie charts, and bar charts and this
analysis based on the collected data through the questionnaire distributed among
super market consumers in Gampaha district.

4.1 Sample profile of the study


Data for this study were collected from randomly selected 30 super market consumers
of each 13 divisional secretariats in Gampaha district. In order to that, 390
questionnaires used for the analysis of the study.

4.2 Demographic profile of consumers


This section outlines the general information about the consumer that including age,
gender, employment, educational level, marital status and monthly household income.

50
Age Composition

Figure 4.1: Age composition of the sample

9.49%
Age Group
18.97%

18-25 Years

30.26% 26-35 Years

41.28% 36-45 Years

Above 46 Years

Source: Consumer Survey data, 2018

It can be seen Figure 4.1, that the 41.28% individuals are in the age category 36-45
years and 30.26% are in the 26-35 years. 18.97% and 9.49% of the consumers are
from above 46 years and 18-25 years respectively. Finally it concludes that the most
of the respondents of the sample are in their middle age.

Gender composition
Figure 4.2 : Gender composition of the sample

Gender

29.23% Male
Female

70.77%

51
Source: Consumer Survey data, 2018

According to the Figure 4.2, the majority of the consumers are female. More
especially 29.23% of the subjects are male, while only 70.77% are female.

Figure 4.3 : Consumers who are working related in organic food or environmental
related field or not

11.03%

Yes
No
88.97%

Source: Consumer Survey data, 2018

According to the figure 4.3, 88.97% consumers from the sample are not working
related in organic field or environmental related field. Rest of the 11.03 % are
working related to the organic field or environmental related field.

Employment Composition
Figure 4.4 : Employment of the sample

52
4.10% 7.18%

7.44%
Employment

Agriculture Field
Health Field
Another Field
Housewife
33.85% Student
47.44%

Source: Consumer Survey data, 2018

Figure 4.4 demonstrates that majority of the consumers are different field employees.
That represent 47.44% from the sample and 33.85% of the consumers are housewife.
7.18%, 7.44% and 4.10% consumers from the sample are agricultural field, health
field employees and students respectively.

Educational level composition


Figure 4.5 : Education of the sample

1.28%
Educational Level

18.97%
18.46%
Passed Grade 8
Up to O/L
Up to A/L
Degree and above

61.28%

Source: Consumer Survey data, 2018

53
The figure 4.5 shows the education level of selected super market consumers in the
Gampaha district. Here there are 18.46% of consumers are passed GCE O/L
examination and 61.28% of consumers who passed GCE A/L examination. And there
are 18.97% consumers are graduated and 1.28% of consumers are passed grade 8.
According to figure 4.5 most of the consumers are the people who passed GCE A/L
examination.

Household monthly income composition

Figure 4.6 : Household monthly income LKR

0.51% Monthly Household


1.54%
7.18% Income

Lower than Rs.25,000


Between 25,000- 50,000
Between 50,000- 75,000
38.21% 52.56%
Between 75,000-100,000
More than 100,000

Source: Consumer Survey data, 2018

According to the figure 4.6, 52.56% consumers earn monthly income between Rs.25,
000-Rs.50, 000 in the sample. 38.21% consumers earn between Rs.50, 000- Rs.75,

54
000. Consumers who earning between Rs.75, 000- Rs.100, 000 are about 7.18% from
the sample. Finally 1.54% and 0.51% earn lower than Rs.25, 000 and more than
Rs.100, 000 respectively. Finally it concludes middle class people mostly visit the
super market in Gampaha district.

Marital status composition

Figure 4.7 : Marital Status of the sample

Marital State

20%
Married
Unmarried

80%

Source: Consumer survey data, 2018

As seen figure 4.7, the majority of the respondents are married. They represent 80%
from the sample. Rest of the 20% fall into the unmarried category.

55
Survey areas of Gampaha district

Figure 4.8 : Survey areas of Gampaha district

35
30
No. of consumers

25
20
15
10
5
0

Survay area

Source: Consumer survey data, 2018

As per the figure 4.8 shows, all of the consumers in sample represent equal amount
from each 13 survey areas of Gampaha district as 30 amount.

4.3 Consumer’s buying behavior of traditional rice variety analysis


This section outlines the consumer’s buying behavior of traditional rice varieties by
analyzing the consumer’s knowledge and the perception about traditional rice
varieties.

Figure 4.9 : Consumers who are knowing about Traditional rice varieties in Sri Lanka

56
7.95%

No
Yes

92.05%

Source: Consumer Survey data, 2018

As seen in the figure 4.9, 92.05% consumers are known about traditional rise varieties
in Sri Lanka. Rest of 7.95% consumers are not known about traditional rise varieties.
Finally it concludes majority of the super market consumers in Gampaha district are
known and have some aware about traditional rise varieties in Sri Lanka.

Figure 4.10 : Consumers who are knowing about Medicinal and Nutritional values of
traditional rise varieties in Sri Lanka.

57
13.33%

No
Yes

86.67%

Source: Consumer Survey data, 2018

According to figure 4.10, 86.67% consumers are known about medicinal and
nutritional values of traditional rise varieties in Sri Lanka but rest of the other 13.33%
consumers are not known about medicinal and nutritional values of traditional rise
varieties in Sri Lanka. It concludes the majority of consumers are known and aware
about medicinal and nutritional values of traditional rise varieties in Sri Lanka.

Figure 4.11: Consumers who bought Traditional rice varieties before

31.03% No
Yes

68.97%

Source: Consumer Survey data, 2018

According to the figure 4.11, 68.97% consumers from the sample have bought
traditional rice varieties before. Rest of the 31.03% haven’t bought traditional rice

58
varieties before. It concludes majority of the consumers have bought traditional rice
varieties before.

Figure 4.12 : Purpose of buying traditional rice varieties.

Taste of Traditional rice varieties

Medicinal purpose
30.72% 28.50%

Educational purpose

Research purpose

3.75%
35.49% Working in Organic food field

Interest
0.85%
0.68%

Source: Consumer Survey data, 2018

From the sample size 390, 269 consumers have bought traditional rice varieties before
for several purposes. Figure 4.12 represent, 35.49% consumers have bought
traditional rice varieties for the purpose of medicinal treatment. 30.72% consumers
have bought traditional rice varieties for the purpose of Interest and 28.50% for the
taste of traditional rice varieties. 3.75%, 0.85% and 0.68% for the purpose of working
in organic food field, research and education respectively. It concludes medicinal
purpose as the main purpose of the buying traditional rice varieties.

Figure 4.13 : Quality of medicinal value of the Traditional rice varieties

59
132

No of Consumers

59

0 1 16

Very poor Poor Fair Good Very good

Source: Consumer Survey data, 2018

From the sample size 390, 208 consumers have bought traditional rice varieties for the
purpose of medicinal treatment. In order to that figure 4.13 represents 132 consumers
have stated as quality of medicinal value of the Traditional rice varieties is good. 59
consumers have stated as quality of medicinal value of the Traditional rice varieties is
very good. 16 and one have stated as quality of medicinal value of the Traditional rice
varieties fair and poor respectively. It concludes majority of the consumers have
stated as quality of medicinal value of the Traditional rice varieties is good.

60
24%
33%

0%

38%

5%

High price Do not like to eat


No uniform prices No need of medicinal requirement
No need organic rice
Figure 4.14 : Reasons for not buying traditional rice variety
Source: Consumer Survey data, 2018

From the sample size 390, 121 consumers have not bought traditional rice varieties
before for several reasons. Figure 4.14 represent, from 121 consumers, 38%
consumers have not bought traditional rice varieties due to no need of medicinal
requirement. 33% consumers have not bought traditional rice varieties due to high
price and 24% due to no need of organic rice. 5% and none consumers have not
bought traditional rice varieties before due to no uniform price and don’t like to eat
traditional rice varieties respectively. It concludes some consumers have not bought
traditional rice varieties before due to no need of medicinal requirement and high
price.

The other data analysis of buying behavior of consumer’s is described further (see
appendix G).

61
Willingness to Pay for Suwandel Rice

Figure 4.15 : Willingness to Pay for Suwandel Rice


No. of consumers

329

61

No Yes
WTP

Source: Consumer Survey data, 2018

According to the figure 4.15, 329 consumers from the sample are willing to pay for
suwandel rice. Rest of the 61 are not willing to pay. It concludes majority of the
consumers are willing to pay for suwandel rice.

Table 4.1 : Reasons for willingness to pay for Suwandel Rice

Reasons Frequency Percentage

I can afford this amount. 158 24.04


This initiative helps to conserve quality of the Traditional
145 22.07
rice varieties.
I will enjoy the taste of the rice. 50 7.61
I should pay at least the medicinal and nutritional value of
57 8.67
the Traditional rice varieties.
It will help the local community. 59 8.98
I will be able to treat from nutritional values. 149 22.67
This is a high valued organic food. 39 5.93
Other 0 0.00

62
Table 4.1 summarize the results of the reasons for consumer’s willingness to pay for
suwandel rice. It concludes most of the consumers are willing to pay for suwandel
rice due to the reasons of, they can afford that bid values for suwandel rice and they
will be able to treat from nutritional values.

Table 4.2 : Reasons for not willingness to pay for Suwandel Rice

Reasons Frequency Percentage

The rice price is too high. 56 45.52


I do not like to eat Traditional rice varieties 0 0

I do not trust the government. 6 4.87


The government should take actions for maintain uniform 53 43.08
price.
The medicinal and nutritional values do not offer value for 7 5.69
money.
I do not need organic rice. 1 0.81
Other 0 0.00

Table 4.2 summarize the results of the reasons for consumer’s not willingness to pay
for suwandel rice. It concludes most of the consumers are not willing to pay for
suwandel rice due to the reasons of, the suwandel rice price is too high and they think
the government should take actions for maintain uniform price.

Willingness to Pay for Pachchaperumal Rice

Figure 4.16 : Willingness to Pay for Pachchaperumal Rice

63
No. of Consumers
219

170

No Yes
WTP

Source: Consumer Survey data, 2018

According to the figure 4.16, 170 consumers from the sample are willing to pay for
Pachchaperumal rice. Rest of the 219 are not willing to pay. It concludes majority of
the consumers are not willing to pay for Pachchaperumal rice and they think the
government should take actions for maintain uniform price.

Table 4.3 : Reasons for willingness to pay for Pachchaperumal rice

Reasons Frequency Percentage

I can afford this amount. 117 33.52


This initiative helps to conserve quality of the Traditional
64 18.33
rice varieties.
I will enjoy the taste of the rice. 20 5.73
I should pay at least the medicinal and nutritional value of
46 13.18
the Traditional rice varieties.
It will help the local community. 62 17.76
I will be able to treat from nutritional values. 37 10.6
This is a high valued organic food. 3 0.85
Other 0 0

Table 4.3 summarize the results of the reasons for consumer’s willingness to pay for
Pachchaperumal rice. It concludes most of the consumers are willing to pay for
Pachchaperumal rice due to the reasons of, they can afford that bid values for
Pachchaperumal rice and this initiative helps to conserve quality of the Traditional
rice varieties.

64
Table 4.4 : Reasons for not willingness to pay for Pachchaperumal rice

Reasons Frequency Percentage

The rice price is too high. 193 44.77


I do not like to eat Traditional rice varieties 1 0.23
I do not trust the government. 17 3.94
The government should take actions for maintain uniform
161 37.35
price.
The medicinal and nutritional values do not offer value for
58 13.45
money.
I do not need organic rice. 1 0.23
Other 0 0

Table 4.4 summarize the results of the reasons for consumer’s willingness to pay for
Pachchaperumal rice. It concludes most of the consumers are not willing to pay for
Pachchaperumal rice due to the reasons of, the Pachchaperumal rice price is too high
and they think the government should take actions for maintain uniform price.

Willingness to Pay for Kalu Heenti Rice


Figure 4.17 : Willingness to Pay for Kalu Heenti Rice

206
No. of Consumers

184

No Yes
WTP

Source: Consumer Survey data, 2018

According to the figure 4.17, 206 consumers from the sample are willing to pay for
Kalu Heenti rice. Rest of the 184 are not willing to pay. It concludes majority of the
consumers are willing to pay for Kalu Heenti rice.

65
Table 4.5 : Reasons for willingness to pay for Kalu Heenti rice.

Reasons Frequency Percentage

I can afford this amount. 117 28.12


This initiative helps to conserve quality of the Traditional
82 19.71
rice varieties.
I will enjoy the taste of the rice. 33 7.93
I should pay at least the medicinal and nutritional value of
45 10.81
the Traditional rice varieties.
It will help the local community. 50 12.01
I will be able to treat from nutritional values. 70 16.82
This is a high valued organic food. 19 4.56
Other 0 0

Table 4.5 summarize the results of the reasons for consumer’s willingness to pay for
Kalu Heenti rice. It concludes most of the consumers are willing to pay for Kalu
Heenti rice due to the reasons of, they can afford that bid values for Kalu Heenti rice
and this initiative helps to conserve quality of the Traditional rice varieties.

Table 4.6 : Reasons for not willingness to pay for Kalu Heenti rice.

Reasons Frequency Percentage

The rice price is too high. 155 42.69


I do not like to eat Traditional rice varieties 1 0.27
I do not trust the government. 24 6.61
The government should take actions for maintain uniform
131 36.08
price.
The medicinal and nutritional values do not offer value for
49 13.49
money.
I do not need organic rice. 3 0.82
Other 0 0

Table 4.6 summarize the results of the reasons for consumer’s not willingness to pay
for Kalu Heenti rice. It concludes most of the consumers are not willing to pay for
Kalu Heenti rice due to the reasons of, the Kalu Heenti rice price is too high and they
think the government should take actions for maintain uniform price.

66
Willingness to Pay for Kuruluthuda Rice

Figure 4.18 : Willingness to Pay for Kuruluthuda Rice

225
No. of Consumers

165

No Yes
WTP
Source: Consumer Survey data, 2018

According to the figure 4.18, 165 consumers from the sample are willing to pay for
Kuruluthuda rice. Rest of the 225 are not willing to pay. It concludes majority of the
consumers are not willing to pay for Kuruluthuda rice.

Table 4.7 : Reasons for willingness to pay for Kuruluthuda rice.

Reasons Frequency Percentage

I can afford this amount. 112 33.03


This initiative helps to conserve quality of the Traditional
64 18.87
rice varieties.
I will enjoy the taste of the rice. 21 6.19
I should pay at least the medicinal and nutritional value of
38 11.2
the Traditional rice varieties.
It will help the local community. 49 14.45
I will be able to treat from nutritional values. 48 14.15
This is a high valued organic food. 7 2.06
Other 0 0

Table 4.7 summarize the results of the reasons for consumer’s willingness to pay for
Kuruluthuda rice. It concludes most of the consumers are willing to pay for
Kuruluthuda rice due to the reasons of, they can afford that bid values for
Kuruluthuda rice and this rice will help the local community.

67
Table 4.8 : Reasons for not willingness to pay for Kuruluthuda rice.

Reasons Frequency Percentage

The rice price is too high. 193 43.69

I do not like to eat Traditional rice varieties 3 0.68

I do not trust the government. 26 5.92

The government should take actions for maintain uniform 160 36.44
price.
The medicinal and nutritional values do not offer value for 55 12.52
money.
I do not need organic rice. 2 0.45

Other 0 0.00

Table 4.8 summarize the results of the reasons for consumer’s not willingness to pay
for Kuruluthuda rice. It concludes most of the consumers are not willing to pay for
Kuruluthuda rice due to the reasons of, the Kuruluthuda rice price is too high and they
think the government should take actions for maintain uniform price.

Willingness to Pay for Madathawalu Rice


Figure 4.19 : Willingness to Pay for Madathawalu Rice

259
No.of Consumers

131

No Yes
WTP
Source: Consumer Survey data, 2018

According to the figure 4.19, 259 consumers from the sample are willing to pay for
Madathawalu rice. Rest of the 131 are not willing to pay. It concludes majority of the
consumers are willing to pay for Madathawalu rice.

68
Table 4.9 : Reasons for willingness to pay for Madathawalu rice

Reasons Frequency Percentage

I can afford this amount. 118 22.86

This initiative helps to conserve quality of the Traditional 125 24.22


rice varieties.
I will enjoy the taste of the rice. 34 6.58

I should pay at least the medicinal and nutritional value of 54 10.45


the Traditional rice varieties.
It will help the local community. 50 9.68

I will be able to treat from nutritional values. 94 18.21

This is a high valued organic food. 41 7.94

Other 0 0.00

Table 4.9 summarize the results of the reasons for consumer’s willingness to pay for
Madathawalu rice. It concludes most of the consumers are willing to pay for
Madathawalu rice due to the reasons of, this initiative helps to conserve quality of the
Traditional rice varieties and they can afford that bid values for Madathawalu rice.

Table 4.10 : Reasons for not willingness to pay for Madathawalu rice

Reasons Frequency Percentage

The rice price is too high. 116 43.77

I do not like to eat Traditional rice varieties 2 0.75

I do not trust the government. 11 4.15

The government should take actions for maintain uniform 100 37.73
price.
The medicinal and nutritional values do not offer value for 30 11.32
money.
I do not need organic rice. 6 2.26

Other 0 0.00

Table 4.10 summarize the results of the reasons for consumer’s not willingness to pay
for Madathawalu rice. It concludes most of the consumers are not willing to pay for
Madathawalu rice due to the reasons of, the Madathawalu rice price is too high and
they think the government should take actions for maintain uniform price.

69
4.4 Contingent Valuation analysis results
There were five scenarios about medicinal and nutritional qualities of the selected five
traditional rice varieties in Sri Lanka in the questionnaire survey. Probit regression
used to estimate the willingness to pay for each selected traditional rice varieties in Sri
Lanka. According to findings the researcher developed the regression equation as
follows;

WTP = ∫ Bid value, Age, Gender, Education Level, Employment Field, HHINC,
Marital state, Working in organic food or environmental related field, Knowing about
TRV, Super Market

Follow tables summarize the main results of


the Contingent Valuation analysis. Number of obs = 388
LR chi2 (23) = 304.77
Probit Regression Prob chi2 = 0.0000
Pseudo R2 = 0.5773

Log likelihood = -111.58036

Table 4.11 : Results for the survey with a basic probit model- Suwandel Rice

Variables Coefficient Standard Error P>ǀzǀ


Bid -.0236483 .0030979 0.000**
Age group
18-25 years -.9211229 .577509 0.111
26-35 years -.4101875 .4036679 0.310
36 -45 years .3164752 .3761937 0.040**
Above 46 years 1.6667 1.02924 0.015**
Gender -.1849034 .3761937 0.587
Educational Level
Passed Grade 8 -.7919792 .8757557 0.366
Up to O/L .3241019 .4537121 0.475
Up to A/L .0459447 .3967487 0.908
Degree and above 0 Omitted
Monthly HHINC
Lower than Rs.25,000 -1.774522 1.297109 0.171
Between 25,000- 50,000 -1.3534 .2987531 0.000**
Between 50,000- 75,000 1.8763 1.315572 0.154
Between 75,000-100,000 0.0898 1.368349 0.046**
More than 100,000 0 Omitted

70
Employment
Agriculture Field -.7380855 1.042258 0.479
Health Field 0 Omitted
Another Field -.9920808 .7288732 0.173
Housewife 1.305044 .7345627 0.046**
Student 0 Omitted
Organic .6366101 .7648958 0.405
food/Environment
related working field
Marital State -.1641312 .4186647 0.695
Knowing TRV .1220484 .5761145 0.832
Knowing Medicinal & .9270362 .4823005 0.045**
Nutritional values of
TRV
Super Market
Nihal Super -.4496169 .922872 0.626
Cargill’s food city .1983618 .3233641 0.540
Arpico super center -.2285062 .543536 0.674
Sathosa -.2844081 .3097447 0.359
Keels super 0 Omitted
_cons 9.495792 1.481545 0.000
**significant at 5%.

Note: Education category 4 omitted because of collinearity

Note: HHINC category 5 omitted because of collinearity

Note: Emploment category 2 omitted because of collinearity

Note: Emploment category 5 omitted because of collinearity

Note: Super Market category 5 omitted because of collinearity

The table 4.11 shows the results of probit regression including coefficient, standard
error and p values. The bid value variable is very significant for the willingness to pay
for suwandel rice. The p value is 0.000 (p<0.05) and the coefficient values are
negative. That means there are negative relationship between bid value and the wtp
for suwandel rice. If increase the bid values, wtp for suwandel rice will decrease.

From age group variable, between 36-45 years and above 46 years consumers are
significant. The p values are 0.040 (p<0.05) and 0.015 (p<0.05) respectively. The
coefficient values are positive. That means there are positive relationship between
variable and wtp for suwandel rice. Therefore out of the sample, the relationship
between age group between 36-45 years and above 46 years consumers and wtp for

71
suwandel rice is positive. If consumers who age above 36 years, highly willing to pay
for suwandel rice.

The consumers who earning income between Rs.25,000 - Rs.50,000 and between
Rs.75,000 - Rs.100,000 shows significant p values for wtp for Suwandel rice as 0.000
and 0.046 respectively. Lower level earners shows negative relationship between the
income and coefficient. Although high income earners shows positive relationship, if
consumers earn between Rs.75,000 and Rs.100,000 their willingness to pay is highly
considerable for Suwandel rice.

If consumers who are housewife under employment p value is 0.046 (<0.05), the
relationship between the variable and coefficient is positive (coefficient 1.305044).

And also consumers who are knowing about medicinal & nutritional values of
traditional rice varieties shows significant p value for the Suwandel rice. The
coefficient is 0.9270362. That positive value shows, if consumers are known about
medicinal & nutritional values of traditional rice varieties, the wtp for Suwandel rice
is high.

Finally it concluded as, if consumers are elder, housewife under employment,


consumers who known about medicinal & nutritional values of traditional rice
varieties and who earning more than Rs.75,000 are mostly willing to pay for
Suwandel rice.

Table 4.12 : Results for the survey with a basic probit model- Pachchaperumal Rice

Variables Coefficient Standard Error P>ǀzǀ


Bid -.0219206 .0019868 0.000**
Age group
18-25 years .6341045 .5194313 0.222
26-35 years .6900592 .309081 0.026**
36 -45 years .708469 .2845792 0.013**
Above 46 years 0 Omitted
Gender -.4565632 .2365528 0.054
Educational Level
Passed Grade 8 -.1650071 .8139624 0.839
Up to O/L -.0906643 .352089 0.797
Up to A/L -.1456513 .2660624 0.584
Degree and above 0 Omitted
Monthly HHINC
Lower than Rs.25,000 -2.310403 .9082057 0.011**

72
Between 25,000- 50,000 -2.354516 .4431302 0.000**
Between 50,000- 75,000 1.403573 .4093575 0.001**
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment
Agriculture Field -2.034322 .9535385 0.033**
Health Field .0008142 .7175836 0.999
Another Field -.7122601 .534062 0.182
Housewife -.5592863 .5621452 0.320
Student 0 Omitted
Organic .7527394 .6593847 0.254
food/Environment
related working field
Marital State .421204 .2829764 0.137
Knowing TRV .0776906 .4960284 0.876
Knowing Medicinal & .4252365 .4015836 0.290
Nutritional values of
TRV
Super Market
Nihal Super -.271348 .7536796 0.720
Cargill’s food city -.0050224 .2536715 0.984
Arpico super center .0655058 .3722895 0.860
Sathosa .1025134 .2538759 0.686
Keels super 0 Omitted
_cons 6.653038 .9936965 0.000
**significant at 5%.

Note: Age category 4 omitted because of collinearity

Note: Education category 4 omitted because of collinearity

Note: HHINC category 4 omitted because of collinearity

Note: HHINC category 5 omitted because of collinearity

Note: Employment category 4 omitted because of collinearity

Note: Super Market category 5 omitted because of collinearity

The table 4.12 shows the results of probit regression including coefficient, standard
error and p values. The bid value variable is very significant for the willingness to pay
for Pachchaperumal rice. The p value is 0.000 (p<0.05) and the coefficient values are
negative. That means there are negative relationship between bid value and the wtp
for Pachchaperumal rice. If increase the bid values, wtp for Pachchaperumal rice will
decrease.

73
From the variables, under the age group between 26-35 years and 36-45 years
consumers, income earning lower than Rs.25,000, between Rs.25,000 - 50, 000 and
between Rs.50,000 - Rs.75, 000 and agriculture field employers are significant for
Pachchaperumal rice.
Under the age group, between 26-35 years and 36-45 years consumers shows 0.026
and 0.013 p values respectively and the coefficient values are also positive.
When consider about the consumer’s household monthly income, lower than
Rs.25,000, between Rs.25,000 - 50, 000 and between Rs.50,000 - Rs.75, 000 shows
significant p values for wtp for Pachchaperumal rice as 0.011, 0.000 and 0.001
respectively. Lower level earners shows negative relationship between the income and
coefficient. Although middle income earners shows positive relationship, if
consumers earn between Rs.50,000 and Rs.75,000 their willingness to pay is highly
considerable for Pachchaperumal rice.

If consumers who are working related agriculture field under employment p value is
0.033 (<0.050), the relationship between the variable and coefficient is negative
(coefficient -2.034322).

Table 4.13 : Results for the survey with a basic probit model- Kuruluthuda Rice

Variables Coefficient Standard Error P>ǀzǀ


Bid -.022682 .0020251 0.000**
Age group
18-25 years .3989859 .519404 0.442
26-35 years .1511388 .3009011 0.615
36 -45 years .4969246 .2756233 0.041**
Above 46 years 0 Omitted
Gender -.1237193 .2475745 0.617
Educational Level
Passed Grade 8 -.3291815 .769509 0.669
Up to O/L -.3518837 .3643161 0.334
Up to A/L -.0587397 .2794837 0.834
Degree and above 0 Omitted
Monthly HHINC
Lower than Rs.25,000 -2.156012 .9382722 0.019**
Between 25,000- 50,000 -2.341072 .4268875 0.000**
Between 50,000- 75,000 1.331749 .4003375 0.001**
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment

74
Agriculture Field -.3225545 1.067691 0.763
Health Field 1.487476 .7983202 0.042**
Another Field .491686 .6383336 0.441
Housewife .6557012 .6656692 0.325
Student 0 Omitted
Organic .573342 .7459943 0.442
food/Environment
related working field
Marital State .3204021 .298246 0.283
Knowing TRV -.3380474 .5418541 0.533
Knowing Medicinal & .4969496 .4464425 0.026**
Nutritional values of
TRV
Super Market
Nihal Super .4890439 .7122284 0.492
Cargill’s food city .0016019 .2588397 0.995
Arpico super center .0734933 .3918845 0.851
Sathosa .0293053 .2692243 0.913
Keels super 0 Omitted
_cons 5.983116 1.019762 0.000
**significant at 5%.

Note: Age category 4 omitted because of collinearity

Note: Educational category 4 omitted because of collinearity

Note: Employment category 5 omitted because of collinearity

Note: HHINC category 4 omitted because of collinearity

Note: HHINC category 5 omitted because of collinearity

Note: Super Market category 5 omitted because of collinearity

As seen in the table 4.13 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Kuruluthuda rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Kuruluthuda rice. If increase the bid values, wtp for
Kuruluthuda rice will decrease.

From the variables, under the age group between 36-45 years consumers, health field
employers, who earning lower than Rs.25, 000, between Rs.25,000 – Rs.50,000 and
between Rs.50,000- Rs.75,000 and consumers who knowing about medicinal and
nutritional values are significant for Kuruluthuda rice.

75
Between 36-45 years consumers coefficient is 0.4969246 and there are positive
relationship. If consumers are elder, who are highly willing to pay for Kuruluthuda
rice.

Consumers who earning lower than Rs.25, 000 coefficient is -2.156012 and between
Rs.25,000 – Rs.50,000 coefficient is -2.341072. It shows there is a negative
relationship. But between Rs.50,000- Rs.75,000 coefficient is 1.331749 and there is a
positive relationship. That means if consumers earn between Rs.50,000- Rs.75,000,
they highly willing to pay for Kuruluthuda rice than others.

If consumers who are working related health field under employment p value is 0.042
(<0.05), the relationship between the variable and coefficient is positive (coefficient
1.487476).

And also consumers who are knowing about medicinal & nutritional values of
traditional rice varieties shows significant p value for the Kuruluthuda rice. The
coefficient is 0.4969496. The positive value shows, if consumers are known about
medicinal & nutritional values of traditional rice varieties, the wtp for Kuruluthuda
rice is high.

Table 4.14 : Results for the survey with a basic probit model- Kalu Heenati Rice

Variables Coefficient Standard Error P>ǀzǀ


Bid -.0194412 .0018404 0.000**
Age group
18-25 years .8463746 .4817789 0.079
26-35 years .458118 .2825848 0.105
36 -45 years .7407289 .2609571 0.005**
Above 46 years 0 Omitted
Gender -.182609 .225392 0.418
Educational Level
Passed Grade 8 .9360912 .7189494 0.193
Up to O/L .4426643 .3345381 0.186
Up to A/L .3418739 .2691264 0.204
Degree and above 0 Omitted
Monthly HHINC
Lower than Rs.25,000 -2.440199 .8989027 0.007**
Between 25,000- 50,000 -2.686741 .4777545 0.000**
Between 50,000- 75,000 1.779436 .4465111 0.000**
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment
Agriculture Field .5684475 .7819692 0.467

76
Health Field 1.188648 6765926 0.046**
Another Field .03448702 .5321492 0.948
Housewife .0353359 .5404267 0.948
Student 0 Omitted
Organic -.6823016 .5566466 0.220
food/Environment
related working field
Marital State .4466872 .2879633 0.121
Knowing TRV -.2997286 .4934202 0.544
Knowing Medicinal & .5604815 .4052423 0.048**
Nutritional values of
TRV
Super Market
Nihal Super -1.035204 .6805164 0.128
Cargill’s food city -.561676 .2331577 0.016**
Arpico super center .0793807 .3509014 0.821
Sathosa -.2234227 .2355435 0.343
Keels super 0 Omitted
_cons 6.108487 .9355866 0.000
**significant at 5%.

Note: Age category 4 omitted because of collinearity

Note: Educational category 4 omitted because of collinearity

Note: HHINC category 4 omitted because of collinearity

Note: HHINC category 5 omitted because of collinearity

Note: Employment category 5 omitted because of collinearity

Note: Super Market category 5 omitted because of collinearity

As seen in the table 4.14 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Kalu Heenati rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Kalu Heenati rice. If increase the bid values, wtp for Kalu
Heenati rice will decrease.

As per in the table 4.14, the significant variables for wtp for Kalu Heenati rice are
between 36-45 years consumers, health field employers, income earns lower than
Rs.25,000, between Rs.25,000- Rs.50,000 and between Rs.50,000- Rs.75,000,
consumers who knowing medicinal & nutritional values of TRV and super market.

77
If age group between 36-45 years consumers p value is 0.005 (<0.05), the relationship
between the variable and coefficient is positive (coefficient 0.7407289).

Consumers who earning lower than Rs.25, 000 coefficient is -2.440199 and between
Rs.25,000 – Rs.50,000 coefficient is -2.686741. It shows there is a negative
relationship. But between Rs.50,000- Rs.75,000 coefficient is 1.779436 and there is a
positive relationship. That means if consumers earn between Rs.50,000- Rs.75,000,
they highly willing to pay for Kalu Heenati rice.

The consumers who are working related health field under employment p value is
0.046 (<0.05) and the relationship between the variable and coefficient is positive
(coefficient 1.188648).

Further the table shows the significant p value (0.048) and positive coefficient
(.5365585) of consumers who knowing about medicinal & nutritional values of
traditional rice varieties. Those consumers’ willingness to pay for Kalu Heenati rice is
high.

And also Cargill’s food city consumer’s p value is 0.016 (<0.05) for Kalu heenati rice
and the relationship between the variable and coefficient is negative (coefficient -
.561676).

Table 4.15 : Results for the survey with a basic probit model- Madathawalu Rice

Variables Coefficient Standard Error P>ǀzǀ


Bid -.0194942 .0020189 0.000**
Age group
18-25 years .2805878 .474191 0.554
26-35 years .1871752 .2931737 0.523
36 -45 years .055067 .2595528 0.039**
Above 46 years 0 Omitted
Gender -.3000523 .2414538 0.214
Educational Level
Passed Grade 8 .0219191 .6892525 0.975
Up to O/L .0190888 .3356692 0.955
Up to A/L .3168934 .2742397 0.248
Degree and above 0 Omitted
Monthly HHINC
Lower than Rs.25,000 -2.732232 1.014494 0.007**
Between 25,000- 50,000 -1.8038 .5104644 0.000**
Between 50,000- 75,000 1.047846 .4838681 0.030**

78
Between 75,000-100,000 0 Omitted
More than 100,000 0 Omitted
Employment
Agriculture Field .2332383 .8901547 0.793
Health Field 1.584551 .717144 0.027**
Another Field .4156347 .5278758 0.431
Housewife .2843664 .5296574 0.591
Student 0 Omitted
Organic .1002472 .6612721 0.880
food/Environment
related working field
Marital State .1690107 .3057397 0.580
Knowing TRV -.2026656 .4910905 0.680
Knowing Medicinal & 1.101137 .4141741 0.008**
Nutritional values of
TRV
Super Market
Nihal Super -.4793418 .6800959 0.481
Cargill’s food city -.2929277 .2397508 0.222
Arpico super center -.1027033 .3837103 0.789
Sathosa -.387288 .2457811 0.115
Keels super 0 Omitted
_cons 5.949726 .9691558 0.000
**significant at 5%.

Note: Age category 4 omitted because of collinearity

Note: Educational category 4 omitted because of collinearity

Note: HHINC category 4 omitted because of collinearity

Note: HHINC category 5 omitted because of collinearity

Note: Employment category 5 omitted because of collinearity

Note: Super Market category 5 omitted because of collinearity

As seen in the table 4.15 shows the results of probit regression including coefficient,
standard error and p values. The bid value variable is very significant for the
willingness to pay for Madathawalu rice. The p value is 0.000 (p<0.05) and the
coefficient values are negative. That means there are negative relationship between
bid value and the wtp for Madathawalu rice. If increase the bid values, wtp for
Madathawalu rice will decrease.

If age group between 36-45 years consumers p value is 0.039 (<0.05), the relationship
between the variable and coefficient is positive (coefficient 0.055067).

79
When consider about the consumer’s household monthly income, lower than
Rs.25,000, between Rs.25,000 - 50, 000 and between Rs.50,000 - Rs.75, 000 shows
significant p values for wtp for Madathawalu rice as 0.007, 0.000 and 0.030
respectively. Lower level earners shows negative relationship between the income and
coefficient. Although middle income earners shows positive relationship, if
consumers earn between Rs.50,000 and Rs.75,000 their willingness to pay is highly
considerable for Madathawalu rice.
If consumers who are working related health field under employment p value is 0.027
(<0.05), the relationship between the variable and coefficient is positive (coefficient
1.584551).
The consumers who knowing about medicinal & nutritional values of traditional rice
varieties shows significant p value for the Madathawalu rice. The coefficient is
1.101137. The positive value shows, if consumers are known about medicinal &
nutritional values of traditional rice varieties, the wtp for Madathawalu rice is high.
Finally it concluded as, if consumers are elder, health field employers, consumers
who known about medicinal & nutritional values of traditional rice varieties and who
earning more than Rs.75,000 are mostly willing to pay for Madathawalu rice.

4.5 WTP estimation results


Table 4.16 : Results of WTP Estimation

Traditional rice
Coefficient Standard Error P>ǀzǀ WTP
variety

Suwandel 346.4278 7.0024 0.000 Rs.346


Pachchaperumal 236.8428 4.291489 0.000 Rs.237
Kuruluthuda 234.4828 4.332194 0.000 Rs.234
Kalu Heenati 260.6276 4.535177 0.000 Rs.261
Madathawalu 295.5837 4.985393 0.000 Rs.296
Source: Consumer survey Data, 2018

Based on the probit regression results, researcher estimated the Willingness to Pay
(WTP) of consumers under selected five traditional rice varieties in Sri Lanka. The
estimated WTP values for selected five traditional rice varieties (Suwandel,
Pachchaperumal, Kuruluthuda, Kalu Heenati and Madathawalu) were SLR. 346, SLR.
237, SLR. 234, SLR. 261 and SLR. 296 respectively for each traditional rice. The
80
WTP calculates for establishing uniform prices to make reasonable values for unique
medicinal and nutritional values of each selected traditional rice varieties according to
consumer perception.

CHAPTER FOUR

CONCLUSION AND RECOMMENDATION

This chapter aims to present the conclusion and possible recommendations were
reached by the researcher of the study. The study was developed based on the two
main objectives and throughout the study, researcher discussed broadly regarding
those objectives. Finally in the conclusion chapter conclude the objectives and give
recommendations for the findings.

81
5.1 Conclusion
The study mainly forecast to estimate the consumers’ willingness to pay for selected
traditional rice varieties in Sri Lanka according to their nutritional and medicinal
values. The researcher of the current study analyzed the data which are collected
through the questionnaire of consumer survey to reach to main objectives of the study
and STATA 14 version software were applied in this study to drive the results
regarding the calculation of WTP for selected traditional rice varieties. The two main
objectives are to estimate consumers’ willingness to pay for selected traditional rice
varieties in Sri Lanka according to their nutritional and medicinal values and to
identify the demographics factors associated with willingness to pay for each selected
traditional rice varieties in Sri Lanka. Research findings and conclusion was
summarized as follows.

 The results of this study estimate that consumers are willing to pay more than
the current prices of the traditional rice which is SLR. 346, SLR. 237, SLR.
234, SLR. 261 and SLR. 296 for Suwandel, Pachchaperumal, Kuruluthuda,
Kalu Heenati and Madathawalu rice respectively.
 There was inverse relationship between bid value and the willingness to pay
for traditional rice varieties.
 There was positive relationship between age group between 36-45 years and
above 46 years consumers and willingness to pay for traditional rice varieties.
 There was inverse relationship between income earners lower than Rs.25,000,
between Rs.25,000 - Rs.50,000 not only that, but also there was positive
relationship between Rs.50,000 - Rs.75,000, between Rs.75,000 - Rs.100,000
and willingness to pay for traditional rice varieties.
 There was positive relationship between consumers who knowing about
medicinal & nutritional values of traditional rice varieties and willingness to
pay for traditional rice varieties.
 There was a relationship between super markets and consumer’s willingness to
pay for traditional rice varieties.
 In order to above results it shows the WTP, consumer’s age, household
monthly income and the consumers who knowing about Medicinal &
Nutritional values of Traditional rice varieties before and super market showed

82
a significant effect on willingness to pay for traditional rice varieties in Sri
Lanka.

5.2 Recommendation
The researcher recommends the following points in order to maintain uniform prices
for traditional rice varieties in Sri Lanka according to their nutritional and medicinal
values and make awareness within the society about traditional rice varieties for
develop healthy society.

 Government of Sri Lanka has a major role to conserve Sri Lankan traditional
rice varieties for the next future. And also they provide controlled prices for
the normal rice varieties in Sri Lanka, but not for the traditional rice varieties.
It should be while establish the reasonable prices for the each type of
traditional rice varieties matching with each type of unique medicinal and
nutritional values. This is highly effected for the low level income people in
Sri Lanka. So government should take actions for encourage the farmers to
grow traditional rice varieties and make equitability within Sri Lankans.
 The Sri Lankan government has to improve the awareness and educational
programs on nutritional and medicinal values of traditional rice varieties in Sri
Lanka within farmers and consumers. It will contribute to increase the buying
behaviors of the Sri Lankan consumers and develop healthy society.

83
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APPENDICES

Appendix A: Some traditional rice varieties in Sri Lanka

Al wee Gonabaru Kuru Hondarawala Polon wee


Akuramboda Guru podi wee Kuru ma wee Pulli wee
Alagu samba Guru wee Kuruluthuda wee Pushpa raga
Alagu samba Haal sudu wee Lumbini Puwak mal wee
Allei perumal Han Kauan Ma doluwa Ran suwendel
Andunu kotan Hapumal wee Mada el Rasna vaalu
Askarayal Hata da wee Mada thawalu Rata thawalu
Athka wee Hathi el Madei Karuppan Rath el
Bala dik wee Heen deveradhari Maha maa wee Rath Handirin
Bala goda wee Heen dik wee Manikkam Rath kanda
Bala Ma Vee Heen Handiran Masuran Rath Kara
Bala murunga Heen rath el Moddi samba Rath karael

88
Bala samba Heen samba Molagu samba Rath Kunda
Bala sudu kara al Heen sulai Moli karuppan Rath Mada al
Bala thatu wee Heen suvuru wee Molligoda Rath ruwan
Bandara haththawa Hela el Mookala Vee Rath thambili el
Bata kiri el Hondarawalu Motakarupan Rath thunda
Batapola wee Induru kara el Mudati Vee Rathkaya
Batapola el Kaha el Mudu kiri el Rathu bala wee
Batu el Kaha ramanan Muppan gan Rathu Kurumba
Beheth heenati Kahata el Murunga Rathu Sooduru
Cheenati Kahata samba Murungakayan Rathu Vee
Dahanala Kahata wee Muthu manikkam Seenadi
Dampata podi wee Kahawanu Muthu samba Sinna karuppan
Dandu maara Kal wellai Niyan wee Siththarakali
Danduwel Kalu bala maa wee Nugapath El Sivuru wee
Deman wee Kalu Bala Vee Oddawalan Suramaniyam
Deveradhari Kalu handiran Pachchaperumal Sudu al
Dik heenati Kalu heenati Palasithari Sudu heenati
Dik wee Kalu Kanda Palatuwa maa wee Sudu Maa Wee
Dosthara heenati Kalu Kunda Panduru wee Sudu mada el
Dothalu wee Kalu Lara Panniu Vee Sudu Mala Wariyoj
Duru samba Kalu samba Peria karuppan Suduru samba
Gal hondarawalu Katta manjal Periavellai Suduru wee
Gal siyambala Keeri murunga Perun Nalli Sulai
Galwaka Kiri Kurumba Pihatu wee Suwanda samba
Gambada heenati Kiri murunga Pinna El Suwandel
Gambada samba Kiri Naran Podi Heenati Thatu wee
Ganlhumba El Kiribam el Podi wee Thawalu Heenati
Girisa Wee Kota kekulu Pokkali Unakola samba
Goda heenati Kota thawalu Pokuru wee Valihandiran
Goda manel Kothyaran Polael Vellakayan
Goda wee Kottayar Wanni dahanala

89
Appendix B: Popular traditional rice varieties cultivated in different districts.

District Popular varieties in early generation Popular varieties at present

Nuwara Eliya Rathkandu, Kalkandu Sudu heenati, Sudu wee, Mudu


kiriel
Kandy Pihatu wee, Heen Handiran, Rath Handiran, -
Panniti wee, Bollu, Aththa wee, Bala maa wee,
Hondarawala, Kottiyaran, Mada el, Rath Mada
el
Matale Rathu Kurumba, Kiri Kurumba, Rath Mada el -
Badulla Rath Kunda, Kalu Kunda, Mookala wee -
Anuradapura Murungakayan, Muppan Gan, Thawalu -
Heenati, Dahanala, Pachcha Perumal
Polonnaruwa Murungakayan, Muppan Gan, Thawalu Suwendel
Heenati, Dahanala, Pachcha Perumal
Trincomalee Pihatu wee, Heen Handiran, Rath Handiran, Kalu heenati, Mada thawalu,
Panniti wee, Bollu, Aththa wee, Bala maa wee, Pachchaperumal, Kuruluthuda
Hondarawala, Kottiyaran
Jafna Ilan Kayan, Perun Nalli, Modei Karupan, Sudu Motakarupan, Periawellai
Mala Wariyar
Kurunegala Ilan Kayan Pachchaperumal, Suwendel,
Kalu heenati, Sudu heenati,
Rath suwendel
Kegalle NAD Suwendel
Rathnapura Pihatu wee, Heen Handiran, Rath Handiran, -
Panniti wee, Bollu, Aththa wee, Bala maa wee,
Hondarawala, Kottiyaran, Kaha Ramana,
Nandu Hondarawala,kahata wee, Sudu wee,
Mudali wee, Galwakka, Sulai, Gonabaru,
Deveradderi, Kuru Honadarawala, Rata
Thawalu, Kirinaran, Rath Kunda, Kalu Kunda,
Mookala wee, Ganthumba el, Kiri Baru el, Batu
el, Pinna el, Nugapath el, Suwendel, Pola el
Gampaha Muthu Samba, Maha Maa wee, Sudu maa wee, Suwendel, Sudu heenati
Kuru Maa wee, Muthu Manikkan, Grissa wee,
Rasna walu, Danduwel
Colombo Muthu Samba, Maha Maa wee, Sudu maa wee, -
Kuru Maa wee, Muthu Manikkan, Grissa wee,

90
Rasna walu
Kalutara Pihatu wee, Heen Handiran, Rath Handiran, -
Panniti wee, Bollu, Aththa wee, Bala maa wee,
Hondarawala, Kottiyaran, Muthu Samba, Maha
Maa wee, Sudu maa wee, Kuru Maa wee,
Muthu Manikkan, Grissa wee, Rasna walu,
Kaha Ramana, Nandu Hondarawala,kahata
wee, Sudu wee, Mudali wee, Galwakka, Sulai,
Gonabaru, Deveradderi, Vali Handiran, Kalu
Kanda, Lumbini, Batapola el, Rath Kara, Kota
Thawalu, Mada el, Kottiyaran, Danduwel, Rath
wee, Ganthumba el, Kiri Baru el, Batu el, Pinna
el, Nugapath el, Suwendel, Pola el
Galle Pihatu wee, Heen Handiran, Rath Handiran, Suwendel, Mada thawalu,
Panniti wee, Bollu, Aththa wee, Bala maa wee, Batapla el, Kurulu thuda
Hondarawala, Kottiyaran, Muthu Samba, Maha
Maa wee, Sudu maa wee, Kuru Maa wee,
Muthu Manikkan, Grissa wee, Rasna walu,
Kaha Ramana, Nandu Hondarawala,kahata
wee, Sudu wee, Mudali wee, Galwakka, Sulai,
Gonabaru, Deveradderi, Dik wee,
Suramaniyam, Vali Handiran, Kalu Kanda,
Lumbini, Batapola el, Rath Kara, Kota
Thawalu, kuru Honadarawala, Rata Thawalu ,
Mada el, Ganthumba el, kiri Baru el, Batu el,
Pinna el, Nugapath el, suwendel, Pola el
Matara Muthu Samba, Maha Maa wee, Sudu maa wee, Maha ma wee
Kuru Maa wee, Muthu Manikkan, Grissa wee,
Rasna walu, Kaha Ramana, Nandu
Hondarawala,kahata wee, Sudu wee, Mudali
wee, Galwakka, Sulai, Gonabaru, Deveradderi,
Dik wee, Suramaniyam
Hambantota NAD Suwendel, Sudu heenati
Ampara NAD Suwendel
Mahawali NA Suwendel Pachchaperumal,
system Kuruluthuda
All Rathu Heenati, Kalu Heenati, Podi Heenati, -
Sudu Heenati
NA-Not applicable, NAD-No available data

91
Appendix C: Some nutritional and health concern properties of grains of
popular traditional and improved rice verities.
Grain quality properties

Antioxident (abs/mg/ml)

Anti-amylase activity

Anti glycation activity


Variety

(Inhibition %)
(inhibition %)
Amylose (%)
Protein (%)

Fibre (%)

Zn (ppm)
Fe (ppm)
Fat (%)
Colour

Rath Suwendel R 12.9 2.6 1.1 24 31 29.2 2.8 66.5 87.4


Pachchaperumal R 13.3 2.8 0.8 30 32 27.7 3.3 73.7 82.1
Batapola el R 11.1 2.5 1.5 24 28 28.4 1.8 77.1 85.4
Kalu Heenati R 11.4 2.7 1.6 27 35 29.2 2.7 69.9 89.3
Rathu Heenati R 10.9 3.0 1.2 34 39 26.5 2.7 72.5 84.6
Beheth Heenati R 11.4 2.7 1.0 22 29 27.4 1.7 60.4 84.3
Sudu Heenati R 8.8 2.6 1.1 28 30 27.4 1.9 87.1 90.9
Goda Heenati R 12.2 2.2 1.1 22 33 28.2 2.3 92.3 91.3
Madathawalu R 11.5 3.0 1.0 28 34 28.4 1.7 70.4 83.7
Dik wee R 11.7 2.4 1.1 20 33 29.2 2.3 83.7 90.4
Masuran R 7.8 - 1.0 24 25 28.2 1.8 90.1 91.3
Dahanala R 12.4 2.6 0.9 30 37 27.6 1.9 46.7 88.8
Kahata wee R 11.4 2.5 1.1 21 32 28.9 2.7 66.8 88.9

92
Gonabaru R 10.6 1.0 22 30 28.7 2.1 56.5 84.1
Sulai R 10.7 2.5 0.9 23 38 28.7 2.1 79.4 85.2
Herath Banda R 10.9 2.4 1.2 22 32 28.0 2.1 82.1 83.6
Suduru Samaba W 12.1 2.6 1.1 28 30 27.4 1.9 31.9 26.7
Rath el W 11.1 2.9 0.9 29 32 29.6 0.5 14.2 19.2
Bw 364 R 10.0 2.9 0.9 20 27 27.9 0.4 80.6 83.8
At 353 R 8.7 2.5 1.5 19 35 28.1 1.5 74.7 81.3
Bg 406 R 8.8 3.0 0.9 17 29 25.1 1.4 68.8 78.7
Bw 361 R 6.4 2.5 1.0 21 23 27.3 1.2 - -
At 311 R 9.3 1.7 0.8 25 27 22.7 - - -
Bg 352 W 7.5 4.3 1.6 19 29 29.4 0.7 39.7 26.3
Bg 360 W 7.4 2.5 1.9 18 25 26.3 0.6 12.4 19.6
Bg 359 W - - - 22 - - - 8.1 17.4
Bg 358 W 6.6 2.9 1.0 18 27 28.4 0.4 6.6 18.1

93
Appendix D: Nutritional properties, Fatty acid profile and Antioxidant
properties of the grains of selected Sri Lankan traditional rice varieties.

94
Appendix E: Summarized nutritional composition of selected traditional rice
varieties of Sri Lanka

Appendix F: Questionnaire for Consumer Survey

95
Bsc.EcoBusiness Management

Faculty of Management Studies

Sabaragamuwa University of Sri Lanka

QUESTIONNAIRE FOR CONSUMER SURVEY

ESTIMATING DEMAND FOR THE SELECTED TRADITIONAL RICE


VARIETIES IN GAMPAHA DISTRICT, SRI LANKA

Dear Sir/ Madam,

The below questionnaire is for collecting data for the thesis for me, learning in the
final year of Sabaragamuwa University of Sri Lanka.

This questionnaire is administered to get your observations and views on the prices
and medicinal and nutritional values of the Traditional rice varieties in Sri Lanka and
on providing economic incentives to the local communities for this purpose.
We are trying to establish a uniform pricing system to matching with each medicinal
and nutritional values of the Traditional rice varieties in Sri Lanka. (Market failure)
So far there is no uniform prices for the each Traditional rice varieties. Therefore, to
improve the consumer buying behavior and facilities as well as to ensure benefits for
the local communities, we would like to request you to respond to this questionnaire.
The confidentiality of the information that you provide is highly protected and that
information is used only for academic purposes.

Part A: General Information about the Consumer

A1 Gender of the respondent:


1 Male

0 Female

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A2 Are you working in Organic food or environmental related field?

1 Yes
0 No

A3 Employment Filed:
1 Agriculture Field
2 Health Field
3 Another Field
4 Housewife
5 Student
6 Other (please specify)……………………

A4 Household monthly income SLR:


1 Lower than Rs.25,000
2 Between 25,000- 50,000
3 Between 50,000- 75,000
4 Between 75,000-100,000
5 More than 100,000
A5 Age group:

1 18-25 years

2 26-35 years

3 36 -45 years

4 Above 46 years

A6 Educational level:

1 Passed Grade 8
2 Up to O/L
3 Up to A/L
A7 Marital State:
4 Degree and above
1 Married
0 Unmarried

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Part B: Consumer’s buying behavior

B1 Have you ever known about Traditional rice varieties in Sri Lanka?
1. Yes 0. No
B2 Have you ever known about medicinal and nutritional values of the
Traditional rice varieties in Sri Lanka?
1. Yes 0. No
B3 Did you know about Traditional rice varieties before coming shop?
1. Yes 0. No
B4a Have you bought Traditional rice varieties before? 1. Yes 0. No
(If no, go to >>> B8)
B4b If yes, why did you buy Traditional rice varieties before? (You may give one
or more reasons)
1. For enjoy the taste of Traditional rice varieties
2. For Medicinal purpose B4b
3. For Educational purpose 1
4. Research B4b
5. Working in Organic food field 2
B4b
6. Interest 3
B5 Where did you go for buying Traditional rice varieties?
1 Nihal Super
2 Cargill’s Food City
3 Arpico super center
4 Sathosa
5 Keells Super

B6 If you have bought Traditional rice varieties for medicinal purpose, how did
you describe the quality of the medicinal value of the Traditional rice varieties?
1. Very poor
2. Poor
3. Fair
4. Good
5. Very good

98
B7 Do you think this medicinal value of the Traditional rice varieties provide
value for your money?
1. Yes 0. No
B8 If no, why didn’t you buy Traditional rice varieties before? (You may give one
or more reasons)
7. The rice price is too high. B81
8. I do not like to eat Traditional rice varieties.
B82
9. There is no uniform prices for traditional rice varieties.
10. There was no need of medicinal requirement. B83
11. I do not need organic rice.
B9a Do you like to buy Traditional rice varieties under the existing price system?
1. Yes 0. No
B9b If yes, why do you want to buy Traditional rice varieties again? (Please give 2
reasons for your decision.)
1. It will provide more taste B9b
2. It will help to maintain the quality of the medicinal value 1
3. It is match with my pocket
4. I am satisfied with existing monetary system B9b
5. Other (specify) ………………………………….. 2
B9c If not, why will you not buy Traditional rice varieties again? (Please give 2
reasons for your decision.)
1. It will not provide more taste
2. Lack or fewer number of medicinal values B9c
3. It is not match with my pocket 1
4. I am not satisfied with existing monetary system B9c
5. Other (specify) ………………………………….. 2

Part C: Consumer’s view of willingness to pay for selected traditional rice


verities in Sri Lanka.

C1 Suwandel rice contain such kind of nutritional and medicinal values, are you
willing to pay Rs.150 per kg?
1. Yes 0. No

C1a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.

1. I can afford this amount.


2. This initiative helps to conserve quality of the Traditional rice varieties.
3. I will enjoy the taste of the rice.
4. I should pay at least the medicinal and nutritional value of the Traditional rice
varieties.

99
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)

C1b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.

1. The rice price is too high.


2. I do not like to eat Traditional rice varieties
3. I do not trust the government.
4. The government should take actions for maintain uniform price.
5. The medicinal and nutritional values do not offer value for money.
6. I do not need organic rice.
7. Other (please specify …………….………………)

C2 Pachcheperumal rice contain such kind of nutritional and medicinal values,


are you willing to pay Rs.150 per kg?
1. Yes 0. No
C2a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.

1. I can afford this amount.


2. This initiative helps to conserve quality of the Traditional rice varieties.
3. I will enjoy the taste of the rice.
4. I should pay at least the medicinal and nutritional value of the Traditional rice
varieties.
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)

C2b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.

1. The rice price is too high.


2. I do not like to eat Traditional rice varieties
3. I do not trust the government.
4. The government should take actions for maintain uniform price.
5. The medicinal and nutritional values do not offer value for money.
6. I do not need organic rice.
7. Other (please specify …………….………………)

C3 Kuruluthuda rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No

100
C3a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.

1. I can afford this amount.


2. This initiative helps to conserve quality of the Traditional rice varieties.
3. I will enjoy the taste of the rice.
4. I should pay at least the medicinal and nutritional value of the Traditional rice
varieties.
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)

C3b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.

1. The rice price is too high.


2. I do not like to eat Traditional rice varieties
3. I do not trust the government.
4. The government should take actions for maintain uniform price.
5. The medicinal and nutritional values do not offer value for money.
6. I do not need organic rice.
7. Other (please specify …………….………………)

C4 Kalu heenati rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No
C4a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.

1. I can afford this amount.


2. This initiative helps to conserve quality of the Traditional rice varieties.
3. I will enjoy the taste of the rice.
4. I should pay at least the medicinal and nutritional value of the Traditional rice
varieties.
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)

C4b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.

1. The rice price is too high.


2. I do not like to eat Traditional rice varieties
3. I do not trust the government.
4. The government should take actions for maintain uniform price.
5. The medicinal and nutritional values do not offer value for money.

101
6. I do not need organic rice.
7. Other (please specify …………….………………)

C5 Madathawalu rice contain such kind of nutritional and medicinal values, are
you willing to pay Rs.150 per kg?
1. Yes 0. No
C5a If yes, why are you willing to pay this price? Please give the most important
02 reasons for your decision.

1. I can afford this amount.


2. This initiative helps to conserve quality of the Traditional rice varieties.
3. I will enjoy the taste of the rice.
4. I should pay at least the medicinal and nutritional value of the Traditional rice
varieties.
5. It will help the local community.
6. I will be able to treat from nutritional values.
7. This is a high valued organic food.
8. Other (please specify………………………………………)

C5b If no, why don’t you like to pay this price? Please give the most important 02
reasons for your decision.

1. The rice price is too high.


2. I do not like to eat Traditional rice varieties
3. I do not trust the government.
4. The government should take actions for maintain uniform price.
5. The medicinal and nutritional values do not offer value for money.
6. I do not need organic rice.
7. Other (please specify …………….………………)

Nutritional and Medicinal Properties of Suwandel rice

Suwandel rice consists of 70% carbohydrate, 7% crude protein, 0.7% crude


fat, 0.1% crude fiber and micro nutrients. According to traditional medicinal
activities, this variety is known to promote fair and glowing skin, improve the
functioning of the excretory system, improve vocal clearity and enhance the male
sexual potency and helps to control diabetes, ulcers and constipation. Body and
mental fitness is created when it uses as congee or paste with Thala (Sesame),
Kurahan (Finger Millet), Green gram with or another few rice varieties. It reduces the
high blood pressure while induces the nervous system of the human body specially
the nerve cells connected to eyes and brain.

Nutritional and Medicinal Properties of Pachchaperumal rice

102
Pachchperumal is one of highly nuetriouse red rice variety. 100g of
Pachchperumal rice contains 1320kj energy, 6g protein, 66g carbohydrates, 2.5g fat,
10g dietary fibre and 1.06g sodium, and is recommended for daily consumption. The
grain is rich in anti-oxidant agents.
Special characteristics:
- High vitamin B content
- High (dietary) fibre content
- Low Glycaemic index
It was also considered as a very good controller of diabetes. This is good for
patients who are suffering from diseases like diabetes and cardiovascular, especially
for the patients with high blood pressure. It can control the activity of enthrones and
make proper function of excretory system. Some enzymes and hormones are
producing for development of red blood cells. It helps to increase the production of
insulin and reduce the production of thyroxin in the body. More nutrias gruel or
congee can be produced by blending of this variety with some other rice varieties.
Nutritional and Medicinal Properties of Kuruluthuda rice
It is a nutrious, traditional red rice variety which enriches with proteins, fiber
and necessary fatty acids. It contained with unique and pleasant taste.

Kuruluthuda highly contained with proteins and most preferable for dieabatic
and high blood pressure patients. It improves bladder function and enhances male
sexual potency. It provides comparatively high energy. It is recommended for
consumption to person having high cholesterol in the blood.
Nutritional and Medicinal Properties of Kalu Heenati rice
Heenati group was nominated as mostly used varieties for preparing
indigenous medicines.
Among Heenati varieties, Kalu Heenati is the most popular variety for
preparing medicines. Palatability of cooked rice is rather low but it is highly nutrias
because it is rich in minerals and micro nutrients including high iron and zinc content
Especially Heenati rice was formulated with various juices to treat diabetic patients.
In addition, for chronic diseases such as diabetes ("Madhu Meha”), gruel prepared
with Heenati rice was invariably used.
High amount of fiber content helps to regulate the bowel movement and
constipation and Kalu Heenati rice is highly recommended for hepatitis patients. Due

103
to nutritional values of heenati rice varieties, that is recommended for daily
consumption and lactating mothers.
Nutritional and Medicinal Properties of Madathawalu rice
It is highly recommended rice variety in “Ayurvedha” treatment to strengthen
the immune system.
The list of benefits offered by indigenous “Madathawalu” rice is endless,
which known to play role in developing human body, boosting the immune system
and preventing various illnesses such as diabetes. Protein, minerals and fat content in
grain are comparatively higher than most of varieties. It is rich in protein, fat and
digestible enzyme and it facilitate to easy digestion of nutrients. In addition it has
large amount of fat, iron, zinc, vitamins and minerals. This variety is able to remove
toxic components especially some cancer agents from the human body. This variety
can clean the blood circulation system and promote the activity of sweating glands. It
strengthen the immune system and suitable to feed infants and lactating mothers.
Medicinally it is important treat diabetes and oxidative stress. This is one of the best
varieties for organic rice farming because it might give good yield.

Thank you!

Appendix G: Results of data analysis

Age group composition

Age group Frequency Percentage Cumulative


Below 25 37 9.49 9.49
years
26-35 years 118 30.26 39.74
36 -45 years 161 41.28 81.03
Above 46 75 18.97 100.00
years
Total 390 100.00

Gender Composition

104
Gender Frequency Percentage Cumulative
Male 114 29.23 29.23
Female 276 70.77 100.00
Total 390 100.00

Marital State

Frequency Percentage Cumulative


Unmarried 78 20.00 20.00
Married 312 80.00 100.00
Total 390 100.00

Consumer who working related in Organic food or environmental related field

Frequency Percentage Cumulative


No 43 11.03 100.00
Yes 347 88.97 88.97
Total 390 100.00

Employment Filed

Job Field Frequency Percentage Cumulative


Agriculture Field 28 7.18 7.18
Health Field 29 7.44 14.62
Another Field 185 47.44 62.05
Housewife 132 33.85 95.90
Student 16 4.10 100.00
Total 390 100.00

Household monthly income SLR

HHINC Frequency Percentage Cumulative


Lower than Rs.25,000 6 1.54 1.54
Between 25,000- 50,000 205 52.56 54.10
Between 50,000- 75,000 149 38.21 92.31
Between 75,000- 28 7.18 99.49
100,000
More than 100,000 2 0.51 100.00
Total 390 100.00

105
Level of Education
Edu Level Frequency Percentage Cumulative
Passed Grade 8 5 1.28 1.28
Up to O/L 72 18.46 19.74
Up to A/L 239 61.28 81.03
Degree and above 74 18.97 100.00
Total 390 100.00

Survey areas of Gampaha district

Survey Areas Frequency Percentage Cumulative


Attanagalla 30 7.69 7.69
Biyagama 30 7.69 15.38
Diulapitiya 30 7.69 23.08
Dompe 30 7.69 30.77
Gamapaha 30 7.69 38.46
Ja ela 30 7.69 46.15
Katana 30 7.69 53.85
Mahara 30 7.69 61.54
Minuwangoda 30 7.69 69.23
Mirigama 30 7.69 76.92
Nigambo 30 7.69 84.62
Wattala 30 7.69 92.31
Kalani 30 7.69 100.00
Total 390 100.00

Consumers who are knowing about Traditional rice varieties in Sri Lanka

Frequency Percentage Cumulative


No 31 7.95 7.95
Yes 359 92.05 100.00
Total 390 100.00

Consumers who are knowing about Medicinal and Nutritional values of Traditional
rice varieties in Sri Lanka

Frequency Percentage Cumulative


No 52 13.33 13.33
Yes 338 86.67 100.00
Total 390 100.00

106
Consumers who are knowing about Traditional rice varieties in Sri Lanka before
shopping

Frequency Percentage Cumulative


No 54 13.85 13.85
Yes 336 86.15 100.00
Total 390 100.00

Consumers who bought Traditional rice varieties before

Frequency Percentage Cumulative


No 121 31.03 31.03
Yes 269 68.97 100.00
Total 390 100.00

Purpose of bought Traditional rice varieties before

Purpose Frequency Percentage Cumulative

Taste of Traditional rice varieties 167 28.49 28.49


Medicinal purpose 208 35.49 63.98
Educational purpose 4 0.68 64.66
Research purpose 5 0.85 65.51
Working in Organic food field 22 3.75 69.26
Interest 180 30.71 100.00

Quality of medicinal value of the Traditional rice varieties (If bought for medicinal
purpose)

Frequency Percentage Cumulative


Very Poor 0 0.00 0.00
Poor 1 0.48 0.48
Fair 16 7.69 8.17
Good 132 63.46 71.64
Very Good 59 28.36 100.00
Total 208 100.00
The medicinal value of the TRV provide value for money for consumers or not

Frequency Percentage Cumulative


No 1 0.48 0.48
Yes 207 99.52 100.00

107
Total 208 100.00

Reasons of not bought Traditional rice varieties before

Reasons Frequency Percentage Cumulative


High price 78 33.05 33.05
Do not like to eat 0 0 33.05
No uniform prices 12 5.08 38.13
No need of medicinal 89 37.71 75.84
requirement
No need organic rice 57 24.15 100.00

Super Markets, Consumers who are visited

Frequency Percentage Cumulative


Nihal super 10 2.56 2.56
Cargill’s food city 121 31.03 33.59
Arpico super center 35 8.97 42.56
Sathosa 120 30.77 73.33
Keels super 104 26.67 100.00
Total 390 100.00

Like to buy Traditional rice varieties under the existing price system or not

Frequency Percentage Cumulative


No 285 73.08 73.08
Yes 105 26.92 100.00
Total 390 100.00

Reasons for like to buy Traditional rice varieties under the existing price system

Reasons Frequency Percentage Cumulative


It will provide more taste 94 44.76 44.76
It will help to maintain 85 40.47 85.23
the quality of the
medicinal value
It is match with my 24 11.43 96.66
pocket
I am satisfied with 7 3.34 100.00
existing monetary system
Other 0 0.00 100.00

108
Reasons for not like to buy Traditional rice varieties under the existing price system

Reasons Frequency Percentage Cumulative


It will not provide more 13 2.28 2.28
taste
Lack or fewer number of 40 7.02 9.3
medicinal values
It is not match with my 265 46.49 55.79
pocket
I am not satisfied with 252 44.21 100.00
existing monetary system
Other 0 0.00 100.00

Willingness to Pay for Suwandel Rice


Frequency Percentage Cumulative
No 61 15.64 15.64
Yes 329 84.36 100.00
Total 390 100.00

Willingness to Pay for Pachchaperumal Rice


Frequency Percentage Cumulative
No 219 56.30 56.30
Yes 171 47.70 100.00
Total 390 100.00

Willingness to pay for Karuluthuda Rice


Frequency Percentage Cumulative
No 225 57.69 57.69
Yes 165 42.03 100.00
Total 390 100.00

Willingness to Pay for Kalu Heenati Rice


Frequency Percentage Cumulative
No 184 47.18 47.18
Yes 206 56.82 100.00
Total 390 100.00
Willingness to Pay for Madathawalu Rice
Frequency Percentage Cumulative

109
No 131 33.59 33.59
Yes 259 66.41 100.00
Total 390 100.00

Appendix H: Results of Probit Regression analysis

Results for the survey with a basic Probit model – Suwandel rice

Standard [95% Interval]


Variables Coefficient P>ǀzǀ
Error conf.
Bid -.0236483 .0030979 0.000 -.02972 -.0175766
Age group
18-25 years -.9211229 .577509 0.111 -2.05302 .2107739
26-35 years -.4101875 .4036679 0.310 -1.201362 .380987
36 -45 years .3164752 .3761937 0.040** 1.053801 .420851
Above 46 years 1.6667 1.02924 0.015** -.87958 0.7945427
Gender -.1849034 .3761937 0.587 -.8522778 .4824711
Educational
Level
Passed Grade 8 -.7919792 .8757557 0.366 -2.508429 .9244704
Up to O/L .3241019 .4537121 0.475 -.5651575 1.213361
Up to A/L .0459447 .3967487 0.908 -.7316686 .8235579
Degree and above 0 Omitted
Monthly
HHINC
Lower than -1.774522 1.297109 0.171 -4.316809 .7677648
Rs.25,000
Between 25,000- -1.3534 .2987531 0.000 -1.938945 -.7678545
50,000
Between 50,000- 1.8763 1.315572 0.154 -4.456828 0.7021179
75,000
Between 75,000- 0.0898 1.368349 0.046** -3.971813 1.392018
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field -.7380855 1.042258 0.479 -2.780873 1.304702
Health Field 0 Omitted
Another Field -.9920808 .7288732 0.173 -2.420646 .134672
Housewife 1.305044 .7345627 0.046** 2.744761 .134672
Student 0 Omitted
Organic .6366101 .7648958 0.405 -.8625581 2.135778
food/Environme
nt related
working field

110
Marital State -.1641312 .4186647 0.695 -.984699 .6564366
Knowing TRV .1220484 .5761145 0.832 -1.007115 1.251212
Knowing .9270362 .4823005 0.045** -.0182554 1.872328
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.4496169 .922872 0.626 -2.258413 1.359179
Cargill’s food .1983618 .3233641 0.540 -.4354201 .8321437
city
Arpico super -.2285062 .543536 0.674 -1.293817 .8368048
center
Sathosa -.2844081 .3097447 0.359 -.8914966 .3226803
Keels super 0 Omitted
_cons 9.495792 1.481545 0.000 6.592017 12.39957
*** Significant at 10%, **Significant at 5%, *Significant at 1%.

Results for the survey with a basic probit model- Pachchaperumal Rice

Standard [95% Interval]


Variables Coefficient P>ǀzǀ
Error conf.
Bid -.0219206 .0019868 0.000 -.0258148 -.0180265
Age group
18-25 years .6341045 .5194313 0.222 -.3839623 1.652171
26-35 years .6900592 .309081 0.026** .0842716 1.295847
36 -45 years .708469 .2845792 0.013** .1507041 1.266234
Above 46 years 0 Omitted
Gender -.4565632 .2365528 0.054*** -.920181 .0070718
Educational
Level
Passed Grade 8 -.1650071 .8139624 0.839 -1.760344 1.43033
Up to O/L -.0906643 .352089 0.797 -.7807461 .5994175
Up to A/L -.1456513 .2660624 0.584 -.6671241 .3758215
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.310403 .9082057 0.011** -4.090453 -.530352
Rs.25,000
Between 25,000- -2.354516 .4431302 0.000** -3.223035 -1.485996
50,000
Between 50,000- 1.403573 .4093575 0.001** -2.205899 -.6012472
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field -2.034322 .9535385 0.033** -3.903223 -.1654207
Health Field .0008142 .7175836 0.999 -1.405624 1.407252

111
Another Field -.7122601 .534062 0.182 -1.759002 .3344823
Housewife -.5592863 .5621452 0.320 -1.661071 .542498
Student 0 Omitted
Organic .7527394 .6593847 0.254 -.5396309 2.04511
food/Environme
nt related
working field
Marital State .421204 .2829764 0.137 -.1334195 .9758275
Knowing TRV .0776906 .4960284 0.876 -.8945072 1.049888
Knowing .4252365 .4015836 0.290 -.3618529 1.212326
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.271348 .7536796 0.720 -1.753825 1.211129
Cargill’s food -.0050224 .2536715 0.984 -.5022094 .4921646
city
Arpico super .0655058 .3722895 0.860 -.6641682 .7951797
center
Sathosa .1025134 .2538759 0.686 -.3950742 .600101
Keels super 0 Omitted
_cons 6.653038 .9936965 0.000 4.705429 8.600647
*** Significant at 10%, **Significant at 5%, *Significant at 1%.

Results for the survey with a basic probit model- Kuruluthuda Rice

Standard [95% Interval]


Variables Coefficient P>ǀzǀ
Error conf.
Bid -.022682 .0020251 0.000 -.0266511 -.0187129
Age group
18-25 years .3989859 .519404 0.442 -.6190272 1.416999
26-35 years .1511388 .3009011 0.615 -.4386165 .7408941
36 -45 years .4969246 .2756233 0.041** -.0432872 1.037136
Above 46 years 0 Omitted
Gender -.1237193 .2475745 0.617 -.6089565 .3615178
Educational
Level
Passed Grade 8 -.3291815 .769509 0.669 -1.837391 1.179028
Up to O/L -.3518837 .3643161 0.334 -1.06593 .3621628
Up to A/L -.0587397 .2794837 0.834 -.6065178 .4890384
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.156012 .9382722 0.019** -3.962412 -.3496117
Rs.25,000
Between 25,000- -2.341072 .4268875 0.000** -3.177756 -1.504388
50,000

112
Between 50,000- 1.331749 .4003375 0.001** -2.116396 -.5471017
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field -.3225545 1.067691 0.763 -2.41519 1.770081
Health Field 1.487476 .7983202 0.042** -.0772026 3.052155
Another Field .491686 .6383336 0.441 -.7594249 1.742797
Housewife .6557012 .6656692 0.325 -.6489865 1.960389
Student 0 Omitted
Organic .573342 .7459943 0.442 -.88878 2.035464
food/Environme
nt related
working field
Marital State .3204021 .298246 0.283 -.2641494 .9049535
Knowing TRV -.3380474 .5418541 0.533 -1.400062 .7239671
Knowing .4969496 .4464425 0.026** -.3780617 1.371961
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super .4890439 .7122284 0.492 -.9068981 1.884986
Cargill’s food .0016019 .2588397 0.995 -.5057145 .5089183
city
Arpico super .0734933 .3918845 0.851 -.6945863 .8415729
center
Sathosa .0293053 .2692243 0.913 -.4983646 .5569753
Keels super 0 Omitted
_cons 5.983116 1.019762 0.000 3.98442 7.981812
*** Significant at 10%, **Significant at 5%, *Significant at 1%.

Results for the survey with a basic probit model- Kalu Heenati Rice

Standard [95% Interval]


Variables Coefficient P>ǀzǀ
Error conf.
Bid -.0194412 .0018404 0.000 -.0230484 -.0158339
Age group
18-25 years .8463746 .4817789 0.079*** -.0978948 1.76044
26-35 years .458118 .2825848 0.105 -.095738 1.252195
36 -45 years .7407289 .2609571 0.005** .2292624 1.252195
Above 46 years 0 Omitted
Gender -.182609 .225392 0.418 -.6243692 .2591513
Educational
Level

113
Passed Grade 8 .9360912 .7189494 0.193 -.4730238 2.345206
Up to O/L .4426643 .3345381 0.186 -.2130182 1.098347
Up to A/L .3418739 .2691264 0.204 -.1856042 -.9042907
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.440199 .8989027 0.007** -4.202016 -.6783818
Rs.25,000
Between 25,000- -2.686741 .4777545 0.000** -3.623123 -1.750359
50,000
Between 50,000- 1.779436 .4465111 0.000** 2.654582 -.9042907
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field .5684475 .7819692 0.467 -.9641841 2.101079
Health Field 1.188648 6765926 0.046** -.1374491 2.514745
Another Field .03448702 .5321492 0.948 -1.008523 1.077463
Housewife .0353359 .5404267 0.948 -1.023881 1.094553
Student 0 Omitted
Organic -.6823016 .5566466 0.220 -1.773309 .4087058
food/Environme
nt related
working field
Marital State .4466872 .2879633 0.121 -.1177105 1.011085
Knowing TRV -.2997286 .4934202 0.544 -1.266815 .6673572
Knowing .5604815 .4052423 0.016** -.2337788 1.354742
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -1.035204 .6805164 0.128 -2.368991 .2985841
Cargill’s food -.561676 .2331577 0.016** -1.018598 -.1046369
city
Arpico super .0793807 .3509014 0.821 -.6083735 .7671349
center
Sathosa -.2234227 .2355435 0.343 -.6850795 .2382342
Keels super 0 Omitted
_cons 6.108487 .9355866 0.000 4.274771 7.942203
*** Significant at 10%, **Significant at 5%, *Significant at 1%.

114
Results for the survey with a basic probit model- Madathawalu Rice
Standard [95% Interval]
Variables Coefficient P>ǀzǀ
Error conf.
Bid -.0194942 .0020189 0.000 -.0234511 -.0155373
Age group
18-25 years .2805878 .474191 0.554 -.6488094 1.209985
26-35 years .1871752 .2931737 0.523 -.3874347 .7617852
36 -45 years .055067 .2595528 0.039** -.4536472 .5637811
Above 46 years 0 Omitted
Gender -.3000523 .2414538 0.214 -.7732929 .1731884
Educational
Level
Passed Grade 8 .0219191 .6892525 0.975 -1.328991 1.372829
Up to O/L .0190888 .3356692 0.955 -.6388107 .6769882
Up to A/L .3168934 .2742397 0.024** -.2206065 .8543933
Degree and above 0 Omitted
Monthly
HHINC
Lower than -2.732232 1.014494 0.007** -4.720603 -.7438612
Rs.25,000
Between 25,000- -1.8038 .5104644 0.000** -2.784554 -.8230453
50,000
Between 50,000- 1.047846 .4838681 0.030** -1.99621 -.0994821
75,000
Between 75,000- 0 Omitted
100,000
More than 0 Omitted
100,000
Employment
Agriculture Field .2332383 .8901547 0.793 -1.511433 1.977909
Health Field 1.584551 .717144 0.027** .1789746 2.990127
Another Field .4156347 .5278758 0.431 -.6189828 1.450252
Housewife .2843664 .5296574 0.591 -.7537429 1.322476
Student 0 Omitted
Organic .1002472 .6612721 0.880 -1.195822 1.396317
food/Environme
nt related
working field
Marital State .1690107 .3057397 0.580 -.4302281 .7682495
Knowing TRV -.2026656 .4910905 0.680 -1.165185 .7598541
Knowing 1.101137 .4141741 0.008** .2893707 1.912903
Medicinal &
Nutritional
values of TRV
Super Market
Nihal Super -.4793418 .6800959 0.481 -1.812305 .8536217
Cargill’s food -.2929277 .2397508 0.222 -.7628306 .1769753
115
city
Arpico super -.1027033 .3837103 0.789 -.8547618 .6493551
center
Sathosa -.387288 .2457811 0.115 -.8690101 .0944341
Keels super 0 Omitted
_cons 5.949726 .9691558 0.000 4.050216 7.849237
*** Significant at 10%, **Significant at 5%, *Significant at 1%.

116

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