THE WILLINGNESS TO PAY FOR TECHNOLOGY ADOPTION IN LOCAL FISHING IN CHONBURI PROVINCE

Abstract

The research aims to evaluate the willingness to pay (WTP) for technology adoption in local fishing in Chonburi
Province, using a contingent valuation method under hypothetical scenarios. It also investigates the factors significantly influencing their WTP for integrating technology into their fishing practices, employing an Ordered Logistic Regression model for data analysis. The study sampled 250 local fishing in Chonburi Province.
Based on the study, the average willingness to pay for technology adoption in local fishing in Chonburi Province is 12,771.94 baht per person per year. The findings indicate that there are four statistically significant factors affecting WTP for technology adoption in local fishing: 1) the initially proposed bid 2) socio-economic factors 3) attitudes toward technology adoption and 4) awareness and knowledge of the technology. Based on these findings, the study recommends policy measures for government support to enhance local fishing, such as: 1) Supporting high-quality marine aquatic products. 2) Implementing certification standards for marine aquatic products. 3) Promoting marketing strategies for marine aquatic products from local fishing. These policy suggestions aim to facilitate for technology adoption in local fishing, thereby improving their productivity and sustainability.