| On September 27, 2011, the Rice Department of Thailand certified first two hybrid rice varieties. However, the information about trait preferences remains unanswered. The objective of this study is to derive the trait valuation of hybrid rice in Thailand using a choice experiment estimated by a mixed logitmodel. The survey of396 farmers reveal that resistance to brown plant hoppers has the highest value, followed byhigh yielding and height, respectively. Therefore, rice breeding for high yielding varieties in Thailand should take into account such traits in response to farmers demand. |
