Willingness to pay for organic products: Differences between virtue and vice foods

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Health-related ad information and health motivation effects on product evaluations (2014, background): “Furthermore, organic claims influence purchase intention and willingness to pay positively (Bauer et al., 2012; van Doorn & Verhoef, 2011).”
Motivations behind Consumers’ Organic Menu Choices: The Role of Environmental Concern, Social Value, and Health Consciousness (2018, background): “…could possibly impact intention to visit and WTP. Previous research found that organic food consumption intention is influenced by various sociodemographic factors such as income, gender, ethnicity, age, and education level (Govindasamy & Italia, 1999; Paul & Rana, 2012; Van Doorn & Verhoef, 2011).”
Why Might Organic Labels Fail to Influence Consumer Choices? Marginal Labelling and Brand Equity Effects (2012, background): “Several research works examine cobranding efficiency (Geylani et al. 2008; Janiszewski and Van Osselaer 2000; Park et al. 1996).”
Predicting green product consumption using theory of planned behavior and reasoned action (2016, background): “Studies explored the consumers’ growing attention towards environmental concern and willingness to pay for sustainable products (Van Doorn and Verhoef, 2011).”