Consumers’ Willingness to Pay for Organic Foods in China: Bibliometric Review for an Emerging Literature

We conducted a bibliometric review on a small but promising body of literature on consumers’ willingness to pay for organic foods in China. Results found that consumers’ health consciousness, individual norms, consumer knowledge, food safety, environmental concerns, animal welfare, and purchasing power are major influencing factors for willingness to pay for organic foods in China. Notably, most research methods utilized are quantitative methods, leading us to call for the adoption of more qualitative, review, or mixed-methods. These findings increase our understanding of the knowledge structure of this emerging context-specific literature.

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Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan

International Journal of Quality and Service Sciences ◽

10.1108/ijqss-04-2013-0024 ◽

2014 ◽

Vol 6 (4) ◽

pp. 348-368 ◽

Cited By ~ 4

Author(s):

Massoud Moslehpour ◽

Pham Van Kien ◽

Ilham Danyfisla

Keyword(s):

Quantitative Methods ◽

Purchase Behavior ◽

Primary Data ◽

Environmental Concerns ◽

Consumer Attitude ◽

Consumer Knowledge ◽

Purchasing Behavior ◽

Content Type ◽

Organic Rice ◽

Food Standards

Purpose – The purpose of this study is to investigate the similarities and differences in consumer purchasing behavior of Taiwanese and Indonesian organic rice consumers. Design/methodology/approach – This study uses quantitative methods with the primary data collected from consumers in Indonesia and Taiwan through structured questionnaire to understand customer purchasing behavior toward organic rice in the two countries. A total of 415 useable questionnaires were computed and analyzed through factor analysis, reliability analysis, regression analysis, correlation and t-test. Findings – The results of this research indicate significant differences between Indonesia and Taiwan in their consumer knowledge and consumer purchase behavior, but not for environmental concerns and consumer attitude. Practical implications – The results of this study will assist producers of organic rice in developing countries to adapt to new organic food standards and marketing to ensure high food quality standards for both domestic and export markets. Originality/value – This study provides insights into the preferences of consumers of organic rice both in Taiwan and Indonesia. Empirical results in this study provides comparisons between two countries attitudes toward organic rice and this study emphasizes the correlation between consumer purchasing behavior, consumer knowledge, environmental concerns and attitude for Indonesian respondents, Taiwanese respondent, and both combined.

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Consumer Perception of Purchasing Organic Foods

Strategies and Tools for Managing Connected Consumers - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-9697-4.ch006 ◽

2020 ◽

pp. 106-115

Author(s):

Ernest K. S. Lim

Keyword(s):

Purchase Intention ◽

Positive Relationship ◽

Environmental Concern ◽

Consumer Perception ◽

Survey Questionnaire ◽

Consumer Knowledge ◽

Organic Foods ◽

Organic Certification ◽

Health Consciousness ◽

The Relationship

The aim of this study is to identify the consumer perception of buying the organic foods online in Malaysia. Consumer perception is typically affected by the variables such as purchase intention, price, health consciousness, organic certification and labeling, consumer knowledge, availability, and environmental concern. This study attempts to identify the relationship and linearity between the dependent and independent variables. Survey questionnaire was targeted to 200 online consumers aged between 18 to 65 years old who buy organic foods. The results indicate a significant positive relationship between price, health consciousness, organic certification and labeling, consumer knowledge, availability, and environmental concern and the purchase of organic food. It shows that purchase intention is linearly related to price, health consciousness, availability, and environmental concern.

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Measuring Consumer Preferences and Willingness to Pay for Coffee Certification Labels in Taiwan

Sustainability ◽

10.3390/su11051297 ◽

2019 ◽

Vol 11 (5) ◽

pp. 1297 ◽

Cited By ~ 5

Author(s):

Chun-Chu Liu ◽

Chu-Wei Chen ◽

Han-Shen Chen

Keyword(s):

Food Safety ◽

Willingness To Pay ◽

Fair Trade ◽

Consumer Preferences ◽

Environmental Concerns ◽

Environmental Friendliness ◽

Health Concerns ◽

Coffee Beans ◽

Consumer Attention ◽

Selection Of

Sustainability certification labels have become an important tool for aiding consumers in evaluating food safety, health concerns, and environmental friendliness. Few studies have explored the attributes of consumers’ environmental consciousnesses from the perspective of environmental concerns; hence, we focus on that lack. Our study contributes to the need to better understand consumer attention to sustainability information when making coffee certification attribute choices. We aimed to explore the importance that consumers attach to coffee certification attributes paid to these attributes while choosing and to willingness to pay (WTP). There were 650 questionnaires completed by those who had purchased coffee beans habitually in Taiwan; after factoring out the invalid questionnaires (i.e., those with omitted answers, incomplete answers, or those in which answers to all the questions received the same scale points were all deemed as invalid and removed), 568 valid ones were collected with a recovery rate of 87.4%. The results indicate that the respondents’ WTP attributes ranked from highest to lowest are traceability, organic, graded, environmentally friendly, and fair-trade certifications. This study provides insights into how consumers’ preferences relate to selection of coffee certification attributes.

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Unraveling the mechanism to develop health consciousness from organic food: a cross-comparison of Brazilian and Spanish millennials

British Food Journal ◽

10.1108/bfj-10-2020-0952 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Arnold Japutra ◽

Murilo Vidal-Branco ◽

Elena Higueras-Castillo ◽

Sebastian Molinillo

Keyword(s):

Food Safety ◽

Willingness To Pay ◽

Food Consumption ◽

Safety Concern ◽

Organic Food ◽

Content Type ◽

Health Consciousness ◽

Affective Stimuli ◽

Organic Food Consumption ◽

The Impact

PurposeThe aim of this study is to analyze the drivers of health consciousness related to millennials’ organic food consumption and the impact of health consciousness on millennials’ willingness to pay premium through a cross-cultural study.Design/methodology/approachA comparative analysis was conducted in two countries (Brazil vs Spain). Based on the stimuli-organism-response framework, the authors present a conceptual model to investigate the relationship between cognitive and affective stimuli (i.e. natural content, value for money, sensorial appeal, price fairness, trend, emotional appeal and food safety concern) and customers’ health consciousness with the mediating effect of food safety concern and their impact on the customers’ response (i.e. willingness to pay premium). A survey and a structural equation approach are applied.FindingsThe results show that cognitive and affective stimuli and food safety concern improve millennials’ health consciousness and, consequently, their willingness to pay a premium price for organic food. The results present a high validity correlation of constructs with significant differences between the two countries.Originality/valueThe originality of this study lies in the comparison of drivers of health consciousness and their impact on organic food consumption among millennials from two countries (developed vs developing). This work contributes to the study of organic food consumption with an analysis of the impact of seven drivers on health consciousness and its relationship with willingness to pay premium in a cross-comparison of Brazilian and Spanish millennials.

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Chinese consumers’ willingness to pay for organic foods: a conceptual review

International Food and Agribusiness Management Review ◽

10.22434/ifamr2019.0037 ◽

2020 ◽

Vol 23 (2) ◽

pp. 173-188

Author(s):

Rui Li ◽

Chien-Hsing Lee ◽

Yu-Ting Lin ◽

Chi-Wei Liu

Keyword(s):

Willingness To Pay ◽

Environmental Concern ◽

Relevant Literature ◽

Policy Implications ◽

Future Research ◽

Chinese Consumers ◽

Food Markets ◽

Organic Foods ◽

Health Consciousness ◽

Attitudinal Factors

China has become one of the largest food markets in the world. Alone with its rising market power, we conceptually review relevant literature to discuss important issues on Chinese consumers’ willingness to pay for organic foods. Important factors that might determine consumer willingness to pay were discussed (i.e. culture, demography, attitudinal factors, health consciousness, individual norms, consumer knowledge, food safety, environmental concern, animal welfare, purchasing power, nutritional value). We then put forward a prospect of the future research on consumers’ willingness to pay for organic foods in China and other developing countries. Practical and policy implications are also elaborated.

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Quality Perceptions and Willingness-to-Pay for Imported Rice in Japan

Journal of Agricultural and Applied Economics ◽

10.1017/s1074070800021908 ◽

2004 ◽

Vol 36 (1) ◽

pp. 123-141 ◽

Cited By ~ 11

Author(s):

Hikaru Hanawa Peterson ◽

Kentaro Yoshida

Keyword(s):

Food Safety ◽

Willingness To Pay ◽

Quality Perceptions ◽

Retail Prices ◽

Negative Perceptions

Attitudes of Japanese consumers toward domestic and foreign varieties of rice were analyzed on the basis of a survey. We found that the current retail prices for imported rice are higher than the average consumers' willingness-to-pay (WTP), whereas most domestic rice was priced below the average WTP. Unfamiliarity or negative perceptions of the safety and flavor of foreign rice lowered WTP substantially. The WTP for U.S. rice was limited more by negative perceptions of flavor than from concerns about food safety.

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Behavioural intention to purchase organic food: Bangladeshi consumers' perspective

British Food Journal ◽

10.1108/bfj-05-2021-0472 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mohammad Rokibul Kabir ◽

Saima Islam

Keyword(s):

Theory Of Planned Behaviour ◽

Organic Food ◽

Partial Least Square ◽

Behavioural Intention ◽

Organic Fertilizers ◽

Organic Foods ◽

Planned Behaviour ◽

Content Type ◽

Health Consciousness ◽

Intention To Purchase

PurposeThis research aims to assess the consumers' intention to purchase organic foods for balanced physical and mental growth. It examines the decision-making process in buying organic products built on the extended Theory of Planned Behaviour (TPB). This study designed a model to show how Bangladeshi consumers wish to purchase organic food.Design/methodology/approachData were collected by means of a formal questionnaire from shoppers in different markets who buy organic and non-organic foods. Statistical analysis is done by applying partial least square-structural equation modelling (PLS-SEM).FindingsFindings refer that among the four antecedents called social norms (SN), personal attitude (ATT), perceived behaviour control (PBC) and health consciousness (HC), three (ATT, PBC and HC) have a significant influence on the intention to consume organic food in Bangladesh. The only cognitive variable called social norm (SN) has no statistically significant impact though it positively relates to the behavioural intention to purchase organic food.Research limitations/implicationsThe fitted model did not consider any moderating or mediating variable though there might be such effects regarding organic food purchase and consumption. The study includes a major portion of the respondents from less than Tk. 20,000 monthly income group, which is a price-sensitive group from Bangladesh perspective. Hence, this price sensitivity might have a slight influence on the results of the study.Practical implicationsThis study includes four variables as the predictors to describe consumers' intention to purchase organic food products in Bangladesh. Among the predictors, health consciousness or awareness is found to be most powerful. Though consciousness is the key, the awareness of Bangladeshi citizen regarding organic food is lower than in other parts of the world. Hence, the research model directs the policymakers to increase awareness through different social campaigns.Social implicationsUnder Vision 2040 of promoting sustainable development, the government of Bangladesh is trying to increase organic food consumption. Production and consumption of organic food will positively impact society since organic fertilizers are environmentally friendly and do not harm society. This research promotes a strategy formulation to ensure the consumption of organic foods for a positive social impact.Originality/valueThis study is a unique research to concentrate on the importance and factors influencing the consumption of organic foods in Bangladesh, a recently graduated developing country. Furthermore, it extended the Theory of Planned Behaviour (TPB) and proposed a new conceptual framework.

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Organic shoppers’ involvement in organic foods: self and identity

British Food Journal ◽

10.1108/bfj-03-2018-0202 ◽

2019 ◽

Vol 121 (1) ◽

pp. 139-156 ◽

Cited By ~ 5

Author(s):

Yun-Hee Kim

Keyword(s):

Mass Media ◽

Role Identity ◽

Socially Responsible ◽

Organic Foods ◽

Content Type ◽

Health Consciousness ◽

Socially Responsible Consumer ◽

Questionnaire Surveys ◽

Socially Responsible Consumer Behavior ◽

Customer Values

PurposeThe purpose of this paper is to understand how identities drive customer values, attitudes toward organic foods and satisfaction, all of which influence world or mouth (WOM).Design/methodology/approachQuestionnaire surveys were administered to the purchasers of organic foods. In total, 512 completed responses were obtained for data analysis.FindingsStrongly defined social identity and role identity are significant antecedents of consumers’ health consciousness and socially responsible consumer behavior (SRCB). This finding explains why organic shoppers value their health and the environment (i.e. self- and others-oriented values). Additionally, health consciousness and SRCB significantly influence attitudes toward organic foods. The study reveals that attitudes toward organic foods positively influence organic shoppers’ satisfaction, and their satisfaction increases positive WOM. Finally, the moderating effects of involvement and mass media are examined. When organic shoppers are strongly involved with organic foods, their health consciousness has a more positive effect on their attitudes toward organic foods. However, organic shoppers’ involvement did not moderate the effect of SRCB on attitudes toward organic foods. Likewise, the mass media did not moderate the effect of health consciousness and SRCB on attitudes toward organic foods.Originality/valueThis study incorporates critical factors such as the antecedents of the customer values to develop a comprehensive model for understanding of organic shoppers’ consumption of organic foods.

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