CONSUMERS’ WILLINGNESS TO PAY FOR ORGANIC FOOD PRODUCTS

This study evaluates consumersâ€™ willingness to pay (WTP) a premium for organic vegetables and fruits in Pietermaritzburg metropolis, KwaZulu-Natal province, South Africa, using data collected from 210 consumers approached during their food shopping. The standard economic approach to valuation was extended by including psychological factors. The results from the empirical model show that psychological factors (behavioural control, attitude and subjective norms) exerted more influence on consumersâ€™ WTP for organic products. In addition, socio-demographic factors such as gender, education, number of children in a household, high income and race, are statistically significant in explaining consumersâ€™ WTP for organic food. Policy implications for advancement and improved promotion, sales and consumption of organic food products were discussed.

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The Impact of Information on the Willingness-to-Pay for Labeled Organic Food Products

SSRN Electronic Journal ◽

10.2139/ssrn.1859285 ◽

2011 ◽

Cited By ~ 2

Author(s):

Sandra Rousseau ◽

Liesbet Vranken

Keyword(s):

Willingness To Pay ◽

Organic Food ◽

Food Products ◽

The Impact

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Studying Developed Countries' Experiences in the Development of Organic Fruits and Vegetables Market

International Conference on Eurasian Economies 2018 ◽

10.36880/c10.02150 ◽

2018 ◽

Author(s):

Samariddin Berdiev

Keyword(s):

Developing Countries ◽

Willingness To Pay ◽

Fruits And Vegetables ◽

Organic Food ◽

Food Products ◽

Developed Countries ◽

Fruit And Vegetables ◽

The World ◽

Organic Fruit

There is a rapid increase in organic fruit and vegetables worldwide as well as a rapidly growing potential of organic markets in developing countries such as Eurasian countries. Fruits and vegetables of Uzbek are one of the popular with taste and vitamins in the world, but the Uzbek market of organic food products have not been formed yet, to my knowledge there is no any literature regarding the topic in Uzbekistan. That is why the aim of the article is to explore the development of organic fruits and vegetable market in world’s developed and Eurasian countries. Additionally, the Uzbek peoples’ willingness-to-pay (WTP) and their expectations with regards to organic fruits and vegetables were investigated.

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Comparing treatments to reduce hypothetical bias in choice experiments regarding organic food

European Review of Agricultural Economics ◽

10.1093/erae/jbz047 ◽

2020 ◽

Vol 47 (3) ◽

pp. 1302-1337 ◽

Cited By ~ 1

Author(s):

Adelina Gschwandtner ◽

Michael Burton

Keyword(s):

Willingness To Pay ◽

Stated Preference ◽

Organic Food ◽

Cheap Talk ◽

Food Products ◽

Choice Experiments ◽

Hypothetical Bias ◽

Stated Preference Methods ◽

The Uk

Abstract Hypothetical bias is one of the strongest criticisms brought to stated preference methods. We evaluate and compare the use of Cheap Talk and Honesty Priming as methods to mitigate such bias. Our study analyses the demand for organic food products in the UK, and the results reveal a core of consumers with positive willingness to pay (WTP) for organic. However, when correcting for hypothetical bias, consumers appear to be willing to pay even more for other attributes. Most importantly, the results show that implementing mechanisms to correct for hypothetical bias are efficient to reduce WTP, with Cheap Talk having a higher overall significance than Honesty Priming.

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Shaping consumer perception: effects of vertical and horizontal packaging alignment

Journal of Consumer Marketing ◽

10.1108/jcm-05-2019-3231 ◽

2020 ◽

Vol 37 (4) ◽

pp. 423-431

Author(s):

Jannick Bettels ◽

Janina Haase ◽

Klaus-Peter Wiedmann

Keyword(s):

Willingness To Pay ◽

Empirical Studies ◽

Organic Food ◽

Food Products ◽

Consumer Perception ◽

Content Type ◽

Point Of Sale ◽

Packaging Design ◽

Value Perception ◽

Utilitarian Value

Purpose Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of logistical advantages, rectangular packaging is frequently used for organic food products. However, the question arises whether packaging alignment may significantly influence consumers’ decision-making at the point of sale. Therefore, this paper aims to examine the effects of rectangular packaging alignment (vertical vs horizontal) on consumer perception in the context of organic food products. Design/methodology/approach On the basis of the empirical results of a pilot study, a between-subjects online experiment with a sample size of 699 participants and two conditions (vertical vs horizontal packaging alignment) was performed. Analyses of covariance and PROCESS mediation analysis were used for data analysis. Findings The results of two empirical studies confirm the relevance of differences in consumers’ horizontal and vertical information processing for the research context of organic food and provide evidence for the assumed relevance of packaging alignment by ultimately showing a change in packaging alignment affects consumers’ willingness to pay. Importantly, this effect is mediated by utilitarian value perception. Originality/value This paper importantly contributes to research on packaging design of organic food products. Specifically, the relevance of an efficient utilitarian value perception for the consumer’s willingness to pay is highlighted in this context. Potential implications of these results for companies, consumers and public health are discussed.

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Effects of quality claims on willingness to pay for organic food

British Food Journal ◽

10.1108/bfj-11-2015-0453 ◽

2016 ◽

Vol 118 (9) ◽

pp. 2218-2233 ◽

Cited By ~ 9

Author(s):

Marin Cagalj ◽

Rainer Haas ◽

Ulrich B. Morawetz

Keyword(s):

Willingness To Pay ◽

Organic Food ◽

Food Products ◽

Health Claims ◽

Experimental Auction ◽

Experimental Auctions ◽

Content Type ◽

Credence Attributes ◽

Organic Products ◽

The Eu

Purpose Claims about environmental impact, health effects and taste of food products are restricted in the EU. The purpose of this paper is to quantify how much such claims would change the willingness to pay (WTP) for organic products in Croatia. Design/methodology/approach For estimating the WTP under different claims the authors used an experimental auction. Participants (258) bid for real food products (organic and conventional tomatoes and apples) and are endowed with cash at a location where they usually go shopping. Findings For the sample the authors find that consumers are willing to pay on average a premium of 42 percent for organic apples and 59 percent for organic tomatoes. On top of that, WTP increases between 16-20 percent for environmental claims and 12 percent for health claims. Taste-related claims are not significant. Practical implications Sellers and producers of organic food can benefit from adding claims to organic labels. To protect consumers from manipulation, regulators are well advised to be cautions when allowing claims about credence attributes of food. Originality/value The authors quantify the influence of claims about organic products on the WTP by using experimental auctions which are particularly suitable to investigate effects which cannot be observed on the market.

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