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Organic Food Consumption: The Relevance of the Health Attribute

Author

Listed:
  • Giuseppina Rizzo

    (Department of Agricultural, Food and Forest Sciences, University of Palermo, 90128 Palermo, Italy)

  • Massimiliano Borrello

    (Department of Agricultural Sciences, Agricultural Economics and Policy Group, University of Naples Federico II, 80055 Portici (Naples), Italy)

  • Giovanni Dara Guccione

    (CREA Research Centre for Agricultural Policies and Bioeconomy, 90143 Palermo, Italy)

  • Giorgio Schifani

    (Department of Agricultural, Food and Forest Sciences, University of Palermo, 90128 Palermo, Italy)

  • Luigi Cembalo

    (Department of Agricultural Sciences, Agricultural Economics and Policy Group, University of Naples Federico II, 80055 Portici (Naples), Italy)

Abstract

During the last decades, organic food products have become the main sustainable alternative to conventional food consumption. Among the several organic food attributes that consumers recognize in organic food, healthiness has been reported as the primary motivation to buy products certified as organic. The objective of the current study is to assess the relative weight of the health attribute among other recognized organic food attributes. To achieve this aim, a multiple price list (MPL) methodology is adopted to elicit consumers’ Willingness to Pay (WTP) for organic extra virgin olive oil (EVOO). Findings show that the contribution of the health attribute to determine the average premium price for organic EVOO is 78.9% of its total premium price. The study generates managerial implications to promote further expansion of the organic food market.

Suggested Citation

  • Giuseppina Rizzo & Massimiliano Borrello & Giovanni Dara Guccione & Giorgio Schifani & Luigi Cembalo, 2020. "Organic Food Consumption: The Relevance of the Health Attribute," Sustainability, MDPI, vol. 12(2), pages 1-12, January.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:2:p:595-:d:308357
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    16. Julia Wojciechowska-Solis & Aleksandra Kowalska & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2022. "Comparison of the Purchasing Behaviour of Polish and United Kingdom Consumers in the Organic Food Market during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(3), pages 1-19, January.
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