... be seen at Link to the terms of the CC BY 4.0 licence. Carbon footprint Sustainable food choices Willingness to pay Environmental labelling Perceived informativeness Restaurant preferences In order to prevent the global average surface temperature from rising more than 2°C above pre...

...Daria Semenova; Sofya Kulikova; Mariia Molodchik; Anna Radygina Purpose This study investigates how consumer attitudes, specifically health interest and sweet cravings, affect willingness to pay (WTP) for hedonic products, using cola-flavored drinks as a case. The research explores whether...

.... This study aims to predict consumers' willingness to pay (WTP) for sustainable packaging by examining the role of key psychographic and perception-based factors. Design/methodology/approach Survey data were collected from 808 consumers using last-mile fresh-meal delivery services. To address the ordinal...

...Oliver Torres-Reynoso; Jesus Garcia-Madariaga; Carmen Rodríguez-Santos Purpose This study aims to demonstrate the relationship between green perceived values (GPVs) and willingness to pay (WTP) higher prices for organic food in Spain based on the theory of consumption values (TCV), focusing on why...

...Ryosuke Horie; Shinichi Kitano; Yayoi Kito Purpose This study examined heterogeneous consumer preferences for organic vegetables and their determinants using a market segmentation approach. The analysis aimed to identify consumer segments with a higher willingness to pay (WTP) for organic...

...Lorenzo Bonisoli Purpose 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...

...Adekunle Oke; Alfred Chinta; Thuy Kim Hoang Nguyen; Oluyomi Abayomi Osobajo Purpose This paper examines the relationship between consumers’ perceptions of sustainability in the foodservice industry and willingness to pay, identifying customer satisfaction and loyalty as mediators. The purpose...

... on consumers’ willingness to pay (WTP). Design/methodology/approach A choice experiment was conducted on 800 Chinese consumers performing a mixed logit model (MXL). Findings The results show that consumers are more willing to pay a premium for agricultural products with eco-labels (organic/green...

... taste, perceived availability, perceived high cost, and social norms) are evaluated by consumers and how these values influence willingness to pay (WTP) for imported Australian organic beef in three countries. Design/methodology/approach Online surveys were conducted in China (N = 1,303...

... approach. The study employs Cluster and fsQCA to understand the granularities of NoLo wine consumption. Findings The present study reveals that young adults are willingness to pay (WTP) more for NoLo wine in exchange of improved health benefits as a reward. The contrarian observation of relatively...

...Marie Claire Custodio; Jhoanne Ynion; Matty Demont; Hans De Steur Purpose This paper aims to analyze and compare consumers’ acceptance and valuation of brown, colored and low glycemic index rice and identify the factors that influence their willingness to pay (WTP). Design/methodology/approach...

... and their willingness to pay (WTP) a premium price for hydroponic tomatoes certified as “nickel-free” and “zero-residue”. Design/methodology/approach The survey was conducted in Italy using tomatoes as a case study. Data were collected through an online questionnaire from a convenience sample of 292 respondents...

... from an online survey of US consumers, random parameter logit models were estimated and willingness-to-pay (WTP) values were calculated. Findings Study results show that the use of more expensive organic flour is justified for speciality bakery products when favorable taste assurances are provided...

...Pallavi Dogra; Arun Kaushal Purpose The study attempts to investigate the role of social media in spreading awareness regarding ayurvedic immunity boosters (AIB) and changes in diet. Further, the study examines the factors affecting the willingness to pay for ayurvedic immunity boosters (WPIB...

...Ching Yin Ip; Chaoyun Liang Purpose The present study surveyed consumers in Taiwan and Japan to analyse the influence of marketing mix on purchase intention and the willingness to pay for Taiwanese pork and to establish a marketing-oriented model of consumer behaviour. Design/methodology...

...Fred Nimoh; Stephen Prah; Fred Yamoah; Doreen Agyei Purpose In view of the increasing trend in food policies targeting the promotion of consumer interest in locally produced foods and growing developments in willingness-to-pay (WTP) methodologies, the authors investigate consumer preference...

...” on correcting consumers' perception bias of packaging performance and willingness-to-pay (WTP) enhancement channels. Design/methodology/approach Using data from 458 and 188 participants who completed the contingent valuation method (CVM) and auction experiment, respectively, the study aimed to uncover...

...Juhui Chen; Meng Zhang; Junfei Bai Purpose The purpose of this paper is to assess the impact of providing information on Chinese consumers' attitudes toward and willingness to pay (WTP) for cultured meat, and to further focus on the heterogeneous effect of prior awareness. Design/methodology...

...' product sensory attributes on willingness to pay (WTP) and overall liking for a new apple cultivar. Design/methodology/approach A sample of non-expert participants (n = 122) evaluated the overall liking and just-about-right (JAR) attributes. A variable transformation approach was applied to make...

...Mridul Trivedi; Hemantkumar P. Bulsara; Yupal Shukla Purpose This study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory...