Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers
Despite the growing popularity of organic products in Norway, limited research has explored how health and environmental motives, and socio-demographic factors influence consumer preferences for locally produced organic meat. This study investigates Norwegian consumers' willingness to pay (WTP)...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-03-01
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| Series: | Journal of Agriculture and Food Research |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666154325000821 |
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| _version_ | 1823864276729724928 |
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| author | Abinet Tilahun Aweke |
| author_facet | Abinet Tilahun Aweke |
| author_sort | Abinet Tilahun Aweke |
| collection | DOAJ |
| description | Despite the growing popularity of organic products in Norway, limited research has explored how health and environmental motives, and socio-demographic factors influence consumer preferences for locally produced organic meat. This study investigates Norwegian consumers' willingness to pay (WTP) a price premium for organic meat, focusing on how environmental and health-related attitudes shape these preferences. Based on a survey of 1021 respondents, the findings reveal that over 45 % of participants were willing to pay a positive premium for organic meat. Key factors influencing WTP included sociodemographic characteristics (education, gender, rurality index), perceived importance of price, and attitudes supporting the health and environmental benefits of organic food. Environmental concern significantly increased willingness to pay, whereas generalized health concern did not. However, consumers who specifically believe organic food is healthier displayed a clear inclination to pay a premium for that perceived advantage. This study provides insights into consumer motivations for sustainable food choices, with implications for public health and food policy in Norway. |
| format | Article |
| id | doaj-art-d0316d6113ec4805ac5a8e297b4a4787 |
| institution | Kabale University |
| issn | 2666-1543 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Agriculture and Food Research |
| spelling | doaj-art-d0316d6113ec4805ac5a8e297b4a47872025-02-09T05:01:23ZengElsevierJournal of Agriculture and Food Research2666-15432025-03-0119101711Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumersAbinet Tilahun Aweke0School of Economics and Business, Norwegian University of Life Sciences (NMBU), Ås, NorwayDespite the growing popularity of organic products in Norway, limited research has explored how health and environmental motives, and socio-demographic factors influence consumer preferences for locally produced organic meat. This study investigates Norwegian consumers' willingness to pay (WTP) a price premium for organic meat, focusing on how environmental and health-related attitudes shape these preferences. Based on a survey of 1021 respondents, the findings reveal that over 45 % of participants were willing to pay a positive premium for organic meat. Key factors influencing WTP included sociodemographic characteristics (education, gender, rurality index), perceived importance of price, and attitudes supporting the health and environmental benefits of organic food. Environmental concern significantly increased willingness to pay, whereas generalized health concern did not. However, consumers who specifically believe organic food is healthier displayed a clear inclination to pay a premium for that perceived advantage. This study provides insights into consumer motivations for sustainable food choices, with implications for public health and food policy in Norway.http://www.sciencedirect.com/science/article/pii/S2666154325000821Organic meatWTPConsumer behaviorAttitudeFood policy |
| spellingShingle | Abinet Tilahun Aweke Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers Journal of Agriculture and Food Research Organic meat WTP Consumer behavior Attitude Food policy |
| title | Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers |
| title_full | Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers |
| title_fullStr | Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers |
| title_full_unstemmed | Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers |
| title_short | Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers |
| title_sort | health and environmental attitudes as drivers of willingness to pay for organic meat a study of norwegian consumers |
| topic | Organic meat WTP Consumer behavior Attitude Food policy |
| url | http://www.sciencedirect.com/science/article/pii/S2666154325000821 |
| work_keys_str_mv | AT abinettilahunaweke healthandenvironmentalattitudesasdriversofwillingnesstopayfororganicmeatastudyofnorwegianconsumers |