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Organic vegetables are considered superior in quality as compared to conventionally produced vegetables because these are safe, nutritious and good for health. In Pakistan, organic vegetables are grown at limited level but there exists a niche market and consumers prefer and ready to pay high prices for organic vegetables. The present study explores the market potential and quantifies major variables affecting consumer's demand and willingness to pay for organic vegetables (potato and tomato) from two districts of Punjab province of Pakistan. This book contains five chapters. Introduction of the research problem is presented in chapter no. 1, review of the relevant studies is depicted in chapter no. 2, methodological approach is explained in chapter no. 3, major findings are presented in chapter no. 4 whereas summary and recommendations are provided in chapter no. 5. This book is useful for students, academicians, researchers and general public having interest in organic food.