This research objectives are (1) to study rice farmers’ attitudes of agro-chemicals used, and (2) to study
the factors that influence the willingness to accept (WTA) by applying the Choice Experiment. The research
conducted 400 samples from the agro-chemicals used rice farmers in Chiang Dao District, Chiang Mai Province.
The result found that rice farmers ‘attitudes are at high level in use of agro-chemicals in farms. The
factors that influent to WTA are age, education level, farm experience, number of household labors, farm size,
chemical fertilizer cost, income, agro-chemicals used attitudes and agro-chemical herbicides used attitudes. In
case of WTA, the results found that government pays only 1,250 Baht/rai if farmers reduce 25% used of
chemical fertilizers and increase 75% of organic fertilizers as well government pays only 1,416.67 Baht/rai if
farmers reduce 75% used of chemical herbicides and increase 25% of organic herbicides