“…Recent trends in food consumption, including increased consumers concern with food safety, genetically modified crops and environmental and health issues related to food scares and food products, have raised the interest in the market development of OFP (e.g., Gil, Gracia, & Sánchez, 2000; Hughner, McDonagh, Prothero, Shultz, & Stanton, 2007; Inceefe, 2012; Ventura‐Lucas & Marreiros, 2012). According to Hemmerling, Hamm, and Spiller(2015), the most studied issues on OFP markets are price/cost and value/benefits for the consumer.…”