The Role of Price as a Product Attribute in the Organic Food Context: An Exploration Based on Actual Purchase Data

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The willingness to consume organic food: A review (2021, background): “Several studies (for instance, Marian et al., 2014; Melovic et al., 2020; Paul & Rana, 2012; Pawlewicz, 2020; Shafie & Rennie, 2012; Stolz et al., 2011) have observed that price premium is one of the main obstacles in the purchase of organic food, while the studies of (Aguilar & Vlosky, 2007;…”
The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus (2018, background): “This high price hinders consumers from repeat purchases (Marian et al., 2014).”
The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food (2015, unknown): “Hence, many consumers fear being cheated when buying products with green claims (Bray et al. 2011; D’Souza et al. 2007; Ellison 2008), especially when a premium price is charged (Thøgersen 2011), which is usually the case (Marian et al. 2014).”
Point of adoption and beyond. Initial trust and mobile-payment continuation intention (2020, unknown): “In other words, satisfaction is dependent on the difference be-tween pre-purchase expected and post-purchase perceived performance (Marian et al., 2014).”