This study explores the psychological and perceptual factors that influence consumers’ willingness to pay a premium for organic products. Specifically, it examines the roles of environmental concern, moral obligation, self-efficacy and perceived taste pleasure in shaping organic purchase intention and preference for companies engaged in environmental corporate social responsibility (ECSR).
Data were collected through a structured questionnaire administered to 417 current and potential organic consumers. The responses were analysed using covariance-based structural equation modelling (CB-SEM) to test the hypothesised relationships among psychological antecedents, mediating variables (purchase intention and ECSR preference) and the outcome variable – willingness to pay a premium.
Self-efficacy and environmental concern emerged as the strongest predictors of ECSR preference. Moral obligation did not have a direct effect, since its influence was absorbed by self-efficacy. Self-efficacy also enhanced perceived taste pleasure, indicating a link between empowerment and sensory perception. ECSR initiatives influenced willingness to pay only indirectly through purchase intention. Both sensory and cognitive pleasure significantly strengthened purchase intention.
This study provides new insights into how ethical and hedonic motives interact in organic consumption. It introduces an empowerment-driven model of green purchasing, where self-efficacy replaces moral obligation and enhances perceived taste. The findings suggest that sustainability marketing strategies should incorporate both sensory appeal and consumer empowerment to bridge the intention–behaviour gap in the organic market.
