“…Literature suggests that the majority of consumers have a positive attitude towards organic food, but few purchase it on a regular basis due to the price premium attached to it (Aertsens et al, 2009;Magnusson, 2004;Nguyen et al, 2019;Raza et al, 2019). Several studies (for instance, Marian et al, 2014;Melovic et al, 2020;Paul & Rana, 2012;Pawlewicz, 2020;Shafie & Rennie, 2012;Stolz et al, 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;Dipeolu et al, 2009;Govindasamy et al, 2006;Obayelu et al, 2014;Owusu & Owusu Anifori, 2013;Saphores et al, 2007) argued that consumers are willing to pay more for organic food to some extent.…”