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Organic Food Consumption: The Relevance of the Health Attribute

Author

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  • 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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    2. Silvia Cachero-Martínez, 2020. "Consumer Behaviour towards Organic Products: The Moderating Role of Environmental Concern," JRFM, MDPI, vol. 13(12), pages 1-13, December.
    3. Xin Qi & Huaming Yu & Angelika Ploeger, 2020. "Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context," IJERPH, MDPI, vol. 17(19), pages 1-22, September.
    4. Martina Zámková & Stanislav Rojík & Martin Prokop & Simona Činčalová & Radek Stolín, 2022. "Czech Consumers’ Preference for Organic Products in Online Grocery Stores during the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(20), pages 1-14, October.
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    6. Birsen Yilmaz, 2023. "Factors Influencing Consumers’ Behaviour towards Purchasing Organic Foods: A Theoretical Model," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    7. 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.
    8. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    9. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    10. Simona Bigerna & Andrea Marchini & Silvia Micheli & Paolo Polinori, 2023. "Pre- and during COVID-19: Households’ Willingness to Pay for Local Organic Food in Italy," Sustainability, MDPI, vol. 15(13), pages 1-18, June.
    11. Anita Silvana Ilak Peršurić & Ana Težak Damijanić, 2021. "Connections between Healthy Behaviour, Perception of Olive Oil Health Benefits, and Olive Oil Consumption Motives," Sustainability, MDPI, vol. 13(14), pages 1-12, July.
    12. Walter Leal Filho & Jelena Barbir & Pınar Gökçin Özuyar & Enrique Nunez & Jose Manuel Diaz-Sarachaga & Bertrand Guillaume & Rosley Anholon & Izabela Simon Rampasso & Julia Swart & Luis Velazquez & The, 2022. "Assessing Provisions and Requirements for the Sustainable Production of Plastics: Towards Achieving SDG 12 from the Consumers’ Perspective," Sustainability, MDPI, vol. 14(24), pages 1-23, December.
    13. Lin Bai & Zhanguo Zhu & Tong Zhang, 2021. "How to Improve Food Quality in the Domestic Market: The Role of “Same Line Same Standard Same Quality”—Evidence from a Consumer Choice Experiment in China," Sustainability, MDPI, vol. 13(10), pages 1-16, May.
    14. Oscar José Rover & Adevan da Silva Pugas & Bernardo Corrado De Gennaro & Francesco Vittori & Luigi Roselli, 2020. "Conventionalization of Organic Agriculture: A Multiple Case Study Analysis in Brazil and Italy," Sustainability, MDPI, vol. 12(16), pages 1-13, August.
    15. József Tóth & Giuseppina Migliore & Giorgio Schifani & Giuseppina Rizzo, 2020. "Sustainable Value Creation in the Food Chain: A Consumer Perspective," Sustainability, MDPI, vol. 12(4), pages 1-12, February.
    16. Teresa Madureira & Fernando Nunes & José Veiga & Pablo Saralegui-Diez, 2021. "Choices in Sustainable Food Consumption: How Spanish Low Intake Organic Consumers Behave," Agriculture, MDPI, vol. 11(11), pages 1-18, November.
    17. Radka Redlichová & Gabriela Chmelíková & Ivana Blažková & Eliška Svobodová & Inez Naaki Vanderpuje, 2021. "Organic Food Needs More Land and Direct Energy to Be Produced Compared to Food from Conventional Farming: Empirical Evidence from the Czech Republic," Agriculture, MDPI, vol. 11(9), pages 1-19, August.
    18. Mostafa Fawzy Zayed & Hazem Rasheed Gaber & Nermine El Essawi, 2022. "Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    19. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    20. Anita Silvana Ilak Peršurić, 2020. "Segmenting Olive Oil Consumers Based on Consumption and Preferences toward Extrinsic, Intrinsic and Sensorial Attributes of Olive Oil," Sustainability, MDPI, vol. 12(16), pages 1-18, August.
    21. Yan-Shiang Chiou & Pei-Ing Wu & Je-Liang Liou & Ta-Ken Huang & Chu-Wei Chen, 2023. "What Is the Willingness to Pay for a Basket of Agricultural Goods? Multi-Features of Organic, Animal Welfare-Based and Natural Products with No Additives," Agriculture, MDPI, vol. 13(9), pages 1-19, September.
    22. Aleksandra Kowalska & Monika Ratajczyk & Louise Manning & Milena Bieniek & Radosław Mącik, 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom," Sustainability, MDPI, vol. 13(23), pages 1-23, November.

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