Título :	The consumption of fresh organic food : premium pricing and the predictors of willingness to pay
Autor :	Watanabe, Eluiza Alberto de Morais Alfinito, Solange Castelo Branco, Thaíssa Velloso Raposo, Caroline Felix Barros, Marina Athayde
metadata.dc.identifier.orcid:	https://orcid.org/0000-0001-5065-9266 https://orcid.org/0000-0001-6235-7564 https://orcid.org/0000-0001-5430-3195 https://orcid.org/0000-0001-6619-9698
metadata.dc.contributor.affiliation:	University of Brasília, Department of Business Administration University of Brasília, Department of Business Administration University of Brasília, Department of Business Administration University of Brasília, Department of Business Administration University of Brasília, Department of Business Administration
Assunto::	Produtos naturais Varejo Consumidor
Fecha de publicación :	3-mar-2023
Editorial :	Taylor & Francis
Citación :	WATANABE, Eluiza Alberto de Morais et al. The consumption of fresh organic food: premium pricing and the predictors of willingness to pay. Journal of Food Products Marketing, v. 29, n. 2-3, p. 41-55, 2023. DOI: https://doi.org/10.1080/10454446.2023.2185118.
Abstract:	The paper presents three studies. Study 1 identified the price charged by retailers for different types of organic produce, comparing the prices of organic and non-organic food. Studies 2 and 3 analyzed the predictors of the willingness to pay. Study 2 focused on the role of socioeconomic status, trust, health concerns, and environmental concerns. Study 3 tested the importance of the place of purchase and of labeling. The studies surveyed 917 consumers in total. The results showed that retailers charged a premium price for organic food. Most consumers are prepared to pay a premium of between 5% and 10%. Income and the presence of organic labeling are significant predictors of willingness to pay, while environmental concerns and the place of purchase are not. The results can contribute to the decision-making and the expansion of the studies about WTP for organic food in the Brazilian context, paving further studies.
metadata.dc.description.unidade:	Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE) Departamento de Administração (FACE ADM)
DOI:	https://doi.org/10.1080/10454446.2023.2185118
metadata.dc.relation.publisherversion:	https://www.tandfonline.com/doi/full/10.1080/10454446.2023.2185118
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