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Open AccessArticle

Organic Food Consumption: The Relevance of the Health Attribute

1
Department of Agricultural, Food and Forest Sciences, University of Palermo, 90128 Palermo, Italy
2
Department of Agricultural Sciences, Agricultural Economics and Policy Group, University of Naples Federico II, 80055 Portici (Naples), Italy
3
CREA Research Centre for Agricultural Policies and Bioeconomy, 90143 Palermo, Italy
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(2), 595; https://doi.org/10.3390/su12020595
Received: 2 December 2019 / Revised: 9 January 2020 / Accepted: 9 January 2020 / Published: 13 January 2020
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. View Full-Text
Keywords: health concern; sustainable food; organic food; extra virgin olive oil; organic attributes; health attribute; consumer behavior health concern; sustainable food; organic food; extra virgin olive oil; organic attributes; health attribute; consumer behavior
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Rizzo, G.; Borrello, M.; Dara Guccione, G.; Schifani, G.; Cembalo, L. Organic Food Consumption: The Relevance of the Health Attribute. Sustainability 2020, 12, 595.

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