Decoding Asian consumers' willingness to pay for organic food product: a configurational-based approach

Abstract

PurposeThis study aims to examine the most influential drivers, both product-specific and consumer-specific, affecting Asian consumers' willingness to pay (WTP) for organic olive oil.Design/methodology/approachTo individuate the most influential drivers of WTP for organic products and to assess their effect, in terms of configurational paths and consumer profiles, this study sequentially employs explorative factor analysis approach and a fuzzy-set qualitative comparative analysis method. The survey is carried out in different areas of Asia (e.g. Pakistan, Vietnam and China).FindingsThe results suggest that Asian consumers' WTP for organic products is described by consumer-specific drivers (gender, occupation and household size) as well as product-specific drivers (product authenticity and sustainability, consumer ethnocentrism and food fraud risk perception).Originality/valueThe findings of the study permit the identification of different drivers that move consumers' WTP for organic olive oil. The study contributes to setting the ground for companies to propose and implement efficacious marketing strategies for organic olive oil in importing countries, such as Asia.

Can Organic Pork Help Achieve Sustainable Development Goals in Thailand?

“…Related academic literature on WTP has focused on how to best reap economic advantages of, or decipher ways to better market, specific OA products or commodities. Some OA products also sometimes promote their health and food safety benefits to consumers including broader ethical considerations supporting environmental values or animal welfare [39,[41][42][43][44][45]. But related work has only marginally discussed SDG linkages [46].…”

The impact of anchor characteristics on consumers’ willingness to pay a premium for food—an empirical study

“…At the same time, along with the change of public consumption concepts and upgrading of consumer demand, consumers are willing to pay a premium for their favorite products ( 3 ). For Netflix food, even if the price is often higher than the actual value, it still attracts most consumers to pay for it ( 4 ). What makes consumers willing to pay a premium?…”