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\hypersetup{pdftitle={The Effect of Label Information on Farmer's Decision Making on Purchasing Herbicide in Suphanburi Province, Thailand},pdfauthor={Santi Sanglestsawai, Sirilak Kaewkulsri},pdfsubject={Tropentag 2016: Abstract},pdfkeywords={Chemical Hazard, Chemical Overuse, Choice Experiment, Herbicide Label, Mixed Logit},pdfpagemode=None,colorlinks=true}
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\parbox[b]{13.4cm}{\centering \large{\textbf{Tropentag, September 18-21, 2016, Vienna, Austria}}\\[1ex] \Large{``Solidarity in a competing world ---\\fair use of resources''\\[2ex]}}
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\Large{\textbf{The Effect of Label Information on Farmer's Decision Making on Purchasing Herbicide in Suphanburi Province, Thailand\footnote{\textbf{Contact Address:} Santi Sanglestsawai, Kasetsart University, Agricultural and Resource Economics, 50 Ngamwongwarn Rd., 10900~Ladyao, Chatuchak, Thailand, \mbox{e-mail}: \email{saaanti77@yahoo.com}}\\[0.8ex]}}
\normalsize{\textsc{Santi Sanglestsawai$^{1}$, Sirilak Kaewkulsri$^{2}$}}
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\begin{itemize*}
\item[]{\small{\textit{$^{1}$Kasetsart University, Agricultural and Resource Economics, Thailand}}}
\item[]{\small{\textit{$^{2}$Kasetsart University, Agricultural and Resource Economics, }}}
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\index[author]{Sanglestsawai, Santi}
\index[author]{Kaewkulsri, Sirilak}
\begin{center}
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\textbf{Abstract}
\begin{abstract}
\normalsize{
One serious problem in agricultural sector in Thailand is overuses of chemicals in production process. These chemicals improper uses lead to both high production cost and negative externality. Although all toxic substances are enforced by law to provide all necessary information on their label, farmers still do not understand how to use chemicals properly. The purpose of this study was to analyse the effect of label information on farmers' decision to purchase herbicide and implicit prices of information provided on herbicide label. The new format of information about chemical hazardous was introduced by using picture displaying the health effect from improper use of chemicals in addition to just using colour strip symbol. The data was collected using choice experiment technique by asking rice farmers to select the most preferred choice from provided choice set of 4 liters Glyphosate and analysing by mixed logit model. The results found that farmers focus more on visual information since there are easy to understand. The probability of selecting herbicide with the picture of weed displayed on the label is 3.84 time higher compare to those without picture of weed. The implicit price for picture of weed on the label is 277 Baht account for 55 percent from the current price of 4 liters Glyphosate (about 500 Baht). The picture displaying the health effect due to hazardous of herbicide reduce the probability of selecting by 4.60 times and lower the value of herbicide by 314 Baht. The results from this study implies that pictures are powerful means to convey the information to farmer compare to just using the symbol. Health effect has the highest impact on farmers' decision as compare to other label characteristics, farmers are willing to pay highest to avoid picture displaying the health effect due to hazardous. The recommendation from this study is that in order to reduce the agricultural chemical overused the agricultural policy levels should consider modifying the rule to enforce that agricultural chemical products must include picture displaying the health effect due to hazardous on the label. }

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\noindent \textbf{Keywords:} Chemical Hazard, Chemical Overuse, Choice Experiment, Herbicide Label, Mixed Logit
\index[key]{Chemical!Hazard}
\index[key]{Chemical!Overuse}
\index[key]{Choice Experiment}
\index[key]{Herbicide Label}
\index[key]{Mixed Logit}
\end{document}
