A conceptual model of willingness to pay for organic food in the UK.

Abstract

Based on consumer focus groups conducted in the UK, this chapter develops a model of the process that consumers go through prior to and during the purchase of organic foods within a given purchasing environment. The model portrays a cyclical process surrounding willingness to pay (WTP) that begins with information received by the consumer in the widest context, tracks consumer decision-making through to the much narrower information context of the marketplace, and culminates in the concept of consumer involvement in the product.