This paper reports the result of a study that empirically determined the willingness to pay for organic vegetables among households in Anambra State, South East Nigeria. Multi-stage sampling technique was adopted in the selection of 120 respondents for the study. Primary and a secondary data collected through the aid of a well-structured questionnaire augmented with an interview schedule and a secondary data from journals were used for the study. Data were analyzed using appropriate tools such as tobit regression, frequency tables, mean scores among others. Results of the analysis on age, sex, marital and educational status of the sample respondents showed that majority (50%) of them were aged between 41-50 years, 67% of them were males, majority (71%) of the respondents were married and 42% had secondary education respectively. Furthermore, majority of the respondents (60%) had annual income ranged between 100,000-200,000 Naira among others. Result of the study further showed that majority (57.50%) of the respondents had no prior knowledge of organic vegetables. Concomitantly, willing to pay for organic vegetable was hindered by many factors encompassing lack of knowledge on its advantage (= 3.6), High cost ( = 3.2), lack of income ( = 2.8) and distance to the source of organic vegetables ( = 2.6). private sectors should commercialize organic vegetables since people are willing to pay for it; local government including the private sector should mount serious awareness campaigns to sensitize Nigerian populace on numerous benefits of organic vegetable especially on health related matters in the study area. تفاصيل المقالة