The purpose of this paper is to examine the effects of health consciousness, environmental concern and customer innovativeness on pregnant women’s purchase intentions and willingness to pay (WTP) a premium for organic food.
In order to collect data, a field study was conducted using administrated questionnaires from a convenience sample of pregnant women in Istanbul, Turkey. A structural equations model was used to test the proposed hypotheses.
Results indicated positive effects of health consciousness, environmental concern and customer innovativeness on both purchase intentions and WTP a premium toward organic food. Specifically, it was found that health consciousness had the greatest influence on purchase intentions and WTP a premium.
Unlike previous studies, this research focused on pregnant women and aimed to understand the role of health consciousness, environmental concerned and customer innovativeness on purchase intentions and WTP a premium for organic food.
