CONSUMERS` WILLINGNESS TO PAY MORE FOR ORGANIC FOOD IN CROATIA
Journal Title: EKONOMSKI VJESNIK / ECONVIEWS Review of contemporary business, entrepreneurship and economic issues - Year 2017, Vol 0, Issue 2
Abstract
Taking into consideration growing concerns about conventional agricultural practices, food safety, human health, animal welfare and the environment, the main goal of this paper is to identify the predictors of consumers’ willingness to buy organic food and to pay a premium price for it. The research was conducted on a representative sample of respondents in the Republic of Croatia, a growing organic food market, using a highly structured questionnaire. Research results indicate that respondents in Croatia perceive organic food as more expensive, healthier and tastier than conventional food; also, they believe that the origin of organic food is strictly controlled. The results of hierarchical regression analysis indicate that higher monthly household income predicts a greater willingness to pay (WTP) a higher price for organic food compared to conventional food. Also, perception of organic food as healthier and tastier than conventional food predicts a greater WTP a higher price for organic food compared to conventional products. It is expected that research results will be useful for food retailers in their market communication strategies towards further development and overall growth of the organic food market in Croatia. This research is one of its kind as it captures WTP a premium price for organic food and identifies the main factors influencing WTP a premium price for organic food on the growing Croatian market.
Authors and Affiliations
Kristina Petljak, Ivana Štulec, Sanda Renko
Keywords
Related Articles
- EP ID EP254164
- DOI -
- Views 110
- Downloads 0
Beliefs about effects of organic products and their impact on intention to purchase organic food
Globally, there is a growing number of studies focused on discovering the factors that influence the intention to purchase organic products. The present research aims to investigate beliefs about the direct effects of or...
The impact of globalization on the economy of the Republic of Croatia
Globalization and globalization processes that have been particularly noticeable in the last few decades have made an impact on the transfer of power centres and have significantly changed the geopolitical picture of the...
Structure and conditions for the functioning of the Polish-Czech cross-border market of cultural service
This is a theoretical and empirical article. In the first part, an original definition of the cross-border market for cultural services has been developed, based on classic market definitions. The structure and condition...
Book review “Franchising in Eastern Europe - yesterday, today, tomorrow”
Franchising in Eastern Europe - yesterday, today, tomorrow, edited by Aleksandar Erceg, Ph.D., gathers the work of authors whose main research area is franchising. The authors have given an overview of franchising in dif...
Limitations and development opportunities of dental tourism: The case of Croatia
Many countries are developing dental tourism as a major segment of the growing medical tourism in the world. In Europe dental tourists represent more than 30% of all medical tourists. The objective of this paper is to un...