Survey data on urban consumers’ willingness-to-purchase Cordillera heirloom rice in the Philippines

The consumer survey data was collected from households in the middle and upper socio-economic classes (SEC) in Metro Manila, Philippines. The selection of respondents was done using a multi-stage sampling procedure: (i) random selection of barangays—village-level administrative unit in the Philippines—proportionately distributed based on population; (ii) random selection of households within the selected barangays; and (iii) random selection of respondents through a probability respondent grid using last birthday method, a selection procedure wherein all the names and birthdays of household members within the age of 20 and 60 years were listed and the household member who had the most recent birthday was further screening. The final screening is the household member’s involvement in purchase decision making of rice personally consumed at home. The fieldwork was conducted during July–August 2015 using a predesigned structured questionnaire. The main module of this questionnaire was about consumers’ awareness and consumption of different types of rice, including heirloom rice, their willingness-to-purchase heirloom rice, and their knowledge and attitudes toward these rice varieties. In addition, the socio-economic profile and other relevant information were included in the questionnaire.