In response to dramatically increasing adoption in consumer markets, the National Organic Program (NOP) initiated novel labeling standards for food products in the U.S. in 2002. This program is a particularly relevant standardization effort for multi-ingredient processed foods. Rather than a simple binary message (organic or not), gradations of organic content are now codified. No existing published study evaluates consumer willingness to pay or motivation to purchase in response to such a rich organic label. This article presents evidence of the impact of the NOP through analysis of data collected in seven central Ohio, USA grocery stores. Results suggest that consumers are willing to pay premium prices for organic foods, even those with less than 100 percent organic ingredients. The magnitudes of WTP premia varied significantly among consumer groups, suggesting that targeted marketing may be effective for organic merchandisers.

Putting Their Money Where Their Mouths Are: Consumer Willingness to Pay for Multi-Ingredient, Processed Organic Food Products

In this study, an extended TPB model is set up for purchasing behaviour of regional pork. It refers to research on organic food purchasing and on influences from region-of-origin labelling on product evaluation. Besides cognitive attitudes, subjective norms and perceived behavioural control, the model includes an element of personal norms and affective attitudes. Furthermore, identification with and perceived authenticity of a labelled region are considered. Empirical findings for 485 citizens of the German Federal State NRW imply that normative and affective determinants are most relevant for consumers’ purchasing intention. With respect to the impact of a stated region-of-origin, the identification with a region is a significant determinant of positive product evaluation by personal norms and affective attitudes. Respectively, the product-specific authenticity of a region determines cognitive attitudes towards the regional product.

Impacts from Region-of-Origin Labeling on Consumer Product Perception and Purchasing Intention – Causal Relationships in a TPB based Model

Providing organic food to urban consumers: case studies of supermarkets in Bangkok and metropolitan area.

The purpose of this paper is to describe organic food supply and demand from the perspective of evolutionary economics. Furthermore, identification of motives of organic food purchasing as well as the most important distribution channels was performed.,This study included review of statistical data available on organic food market, observations from three different formats of shops in France and Poland as well as collected data from 54 French and 85 Polish consumers.,The findings of this paper show how the organic food market undergoes evolutionary changes, especially how supply and demand sides are being tuned to each other. Health properties of organic food were found as universal characteristics affecting organic food purchasing, regardless the level of the national market development. Organic food retail adjusts to consumer demand, but the rate of this transformation is different when markets of different countries are compared.,Changes in supply and demand are continuous in the organic food market; therefore, they should be monitored on an ongoing basis. The insights extend present knowledge on consumer behaviour indicating health concerns as a universal motive affecting organic food purchasing. The study also takes the existing literature a step further by providing additional insight into adjustment of organic food retail to consumer demand.

Does organic means health for consumers? Selected issues of organic food market

Impact of genetically modified food knowledge, environmental, and food safety concerns on purchase intention of genetically modified food in mediating role of perceived risk: An empirical study in Thailand

Purpose




The purpose of this paper is to investigate teenagers’ preferences, attitudes, and purchasing power towards organic foods in markets and to explain influences of teenagers’ choices and purchasing intentions on organic foods.




Design/methodology/approach




A paper-based and a web-based survey were conducted among 557 teenagers in Thailand. A choice experiment logit model was used to identify factors influencing decision in purchasing.




Findings




The study found that teen consumers were likely to buy ready-to-cook organic food items instead of conventional food items because of health and food safety concerned under their budget constraints. The willingness to pay found organic food items (eggs, pork, chicken) had negative impact but organic opinion had positive impact. The attitudes on high price of organic food items were positive impact because of production process, quality, and quantity of products.




Research limitations/implications




Teenagers’ consumption impacted on food demands in supermarkets and convenient stores because of their attitudes and behaviours in purchasing. The desired food characteristics should be good quality, safety for consumers, and available in the market nationwide. The supported policies for expanding organic markets were benefits for organic farmers to be sustainable farming.




Originality/value




This study examined the impacts of economic conditions and the premium quality healthy food products on teenagers’ food motivation.

The impact of social trends: teenagers’ attitudes for organic food market in Thailand

This study aimed to investigate the relationship between the willingness to pay for the quality of agricultural products toward the logo of consumers in different regions of Thailand and explained an opportunity for organic products in future markets. 408 respondents from February – June 2019 were collected based on paper-based questionnaires that focused on consumers’ choices, recognition, and attitudes regarding safety and organic knowledge. Three hypotheses were in this study. A choice experiment logit model was used. The questions included socioeconomic, attitudes, preferences, perception of safety and organic products related to logo. The study showed respondents who understood in the concept of safety and organic agriculture and had information logo standards tended to purchase organic products. The organic logo has impacted the purchasing power of respondents. Consumers were willing to pay more for third-party certified logo products (Organic Thailand and IFOAM) rather than local logos (PGS). Satisfaction with marketing, quality standard, and prices did not increase consumers’ demand while they pay for higher prices based on their interest and understanding. Consumers were willing to trade off between trusted logos and a higher price. The supported knowledge on production and markets from public and private agencies were beneficial along the supply and demand chain and agricultural society. To enlarge the organic product markets in the future, these are not well-researched factors that impact third-party and local logos. There were several studies about the perception levels, interest, understanding, and knowledge of the respondents’ impact on the purchasing power of organic products in Thailand. 

Waripas Jiumpanyarach

Papers

The impact of social trends: teenagers’ attitudes for organic food market in Thailand

Will consumers pay more for organic logo: an empirical study of organic products purchasing in Thailand