Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products

By M. Batte, N. Hooker, T. Haab, J. Beaverson. 2006

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Consumer Perceptions Towards Organic Food (2012, background): “Awareness and information on organic labelling is unmistakeably one way of increasing the probability that a consumer would be willing to pay a premium for organic food (Batte et al, 2007).”
Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior (2012, background): “As Batte et al. (2007) stated that the most important reason for purchasing organic products was to avoid intake of chemicals, and that one impetus for the rise of organic farming is the abuse of agricultural chemicals, a natural assumption is that those who are worried about the overuse of chemical”
The “organic” path to obesity? Organic claims influence calorie judgments and exercise recommendations (2010, background): “That the organic claim reduced calorie judgments in the face of objective calorie information suggests the use of the attribute “organic” as a heuristic cue (Batte et al., 2007) that guides consumers’ calorie judgments.”
Factors Influencing Consumers’ Willingness to Pay for Organic Fruits and Vegetables: Empirical Evidence from a Consumer Survey in India (2017, background): “Consumers’ willingness to pay for organic food products is evidenced by many motivating factors such as environmental concern, health concerns, perception, awareness, and others (Batte et al., 2007; Chen, 2009).”