Exploration of consumer responses to organic food pricing

Abstract

In this research, we aimed to understand how we can motivate customers to make more responsible choices in regard to organic food purchases. Also, we studied how customers' purchase attitude and their purchase behavior differ from each other. We designed four different kind of experiments to examine whether different pricing, consensus principle, environmental and health benefits awareness can have impacts on the number of organic purchases. We also had sale experiment and online survey to study if customer's attitude and behavior are different from each other. The findings in this study suggest that there is no significant difference between the organic purchase behavior and customers' purchase intent. Moreover, we found that there are no significant differences between different experiments and treatments. However, our results reveal that baby boomers were more willing to purchase organic pecans compared to generation X.