<![CDATA[The food system’s reliance on homogeneous commodities and imported products has created vulnerabilities in food security. Local foods, which are considered to have economic potential and could serve as a solution to this problem, have not yet been adequately developed. This study aims to analyze consumers’ willingness to pay for ganyong as a local food in Gunungkidul Regency and to evaluate its economic potential if developed optimally. The method used was a statistical analysis of 107 respondents who directly provided their willingness-to-pay values for ganyong as a local food. The results show that the WTP for ganyong in Gunungkidul Regency is Rp10,000/kg. In terms of preferences, taste and nutritional value were found to have a significant influence on WTP, while sociodemographic characteristics such as age, gender, education, and expenditure level did not show a significant direct influence. These findings can serve as a reference for unlocking the significant economic potential of developing ganyong as a local food crop in Gunungkidul Regency. This study concludes that ganyong, as a local food crop, has a high willingness-to-pay value, strong competitiveness, and great potential to support food security while boosting local economic growth in Gunungkidul Regency]]>
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