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| Author: | Doorn, J. van Verhoef, P. C. |
| Title: | Willingness to pay for organic products: Differences between virtue and vice foods |
| Journal: | International Journal of Research in Marketing
2011 : SEP, VOL 28:3, p. 167-180 |
| Index terms: | food industry consumer behaviour Netherlands |
| Freeterms: | organic foods |
| Language: | eng |
| Abstract: | Despite the consumers' seemingly growing interest in healthier and natural foods, the market share of organic food companies remains low. The purpose of this article is to find out why this is the case with organic food industry. The authors study consumers' (un)willingness to pay the organic food price premium and the reasons behind it. The possible differences between virtue and vice food categories are also examined. The results from Dutch food market show that market shares for organic vice foods are lower than for virtue foods. This may result from the fact that, according to this study, consumers associate organic vice foods with lower quality and therefore are not willing to pay extra for them. |
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