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Factors Influencing the Willingness to Pay for Aquaponic Products in a Developed Food Market: A Structural Equation Modeling Approach

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  • Theresa Eichhorn

    (Institute of Agricultural and Forestry Economics (AFO), Department of Economics and Social Sciences, University of Natural Resources and Life Sciences, 1180 Vienna, Austria)

  • Oliver Meixner

    (Institute of Marketing and Innovation, Department of Economics and Social Sciences, University of Natural Resources and Life Sciences, 1180 Vienna, Austria)

Abstract

Even in highly developed food markets, aquaponic products have not yet been successfully introduced. This is particularly surprising, as aquaponics is an excellent example of a sustainable circulation food production system. The purpose of this empirical study was to determine the factors that influence consumers’ willingness to pay for aquaponic products. The direct and indirect relationships were tested via Structural Equation Modeling (SEM). Primary data of 315 respondents from Austria were collected. The findings revealed that the willingness to pay for aquaponic products was significantly and directly driven by the purchase intention. As a result, the successful implementation of aquaponics in the market requires the provision of information for consumers. We suggest emphasizing the value of aquaponics as a sustainable food production system, since indirect factors that influence the willingness to pay are (besides the assessment of aquaponics) environmental awareness and green consumption.

Suggested Citation

  • Theresa Eichhorn & Oliver Meixner, 2020. "Factors Influencing the Willingness to Pay for Aquaponic Products in a Developed Food Market: A Structural Equation Modeling Approach," Sustainability, MDPI, vol. 12(8), pages 1-19, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3475-:d:349859
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    References listed on IDEAS

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    Cited by:

    1. Yilong Hao & Kai Ding & Yaoyang Xu & Yuting Tang & Dong Liu & Gang Li, 2020. "States, Trends, and Future of Aquaponics Research," Sustainability, MDPI, vol. 12(18), pages 1-14, September.
    2. Oliver Meixner & Petra Riefler & Karin Schanes, 2021. "Sustainable Consumer Behavior and Food Marketing," Sustainability, MDPI, vol. 13(22), pages 1-4, November.
    3. Mark Anthony Camilleri & Livio Cricelli & Roberto Mauriello & Serena Strazzullo, 2023. "Consumer Perceptions of Sustainable Products: A Systematic Literature Review," Sustainability, MDPI, vol. 15(11), pages 1-18, June.

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