Journal
BRITISH FOOD JOURNAL
Volume 122, Issue 4, Pages 1013-1026Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/BFJ-06-2019-0414
Keywords
Hedonic value; Utilitarian value; Organic food; Willingness to pay; Willingness to buy; Developing market
Ask authors/readers for more resources
Purpose This paper aims to study the influence of organic food perceived values (utilitarian vs hedonic) on consumer willingness to buy and willingness to pay in a developing country. Design/methodology/approach This paper utilized a survey of 467 Tunisian consumers of organic olive oil. Data were analyzed using structural equation modeling (SEM) to test the reliability and validities of constructs, as wells as model fit and the structural model. Findings The findings indicate that both utilitarian and hedonic values have significant influence on consumer willingness to buy and to pay for organic olive oil. The hedonic value has a stronger influence on willingness to buy while the utilitarian value has a stronger influence on willingness to pay. Originality/value This paper is one of the rare studies that focuses on willingness to buy and to pay for organic food in a developing country. In addition, it is a first attempt to test the consumer perceived values of organic olive oil in the context of one of the biggest producer countries of this type of food.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available