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<p>Organic food markets have expanded rapidly across the European Union, yet consumer acceptance of organic price premiums remains uneven, particularly in price-sensitive contexts. This study examines the economic and behavioural correlates of consumers’ willingness to pay (WTP) for organic food price premiums in Portugal, with a particular focus on price sensitivity, income constraints, and consumption behaviour. Based on a nationwide online survey (<i>N</i> = 313) conducted between October 2025 and January 2026, the analysis investigates how consumption frequency, monthly organic expenditure, household income, education, and stated price reactions jointly influence WTP. Willingness to pay is modelled as an ordinal and heterogeneous outcome. Ordered logit and generalised ordered logit models are employed to capture non-linear and threshold-specific effects across the WTP distribution, while predicted probabilities, interaction terms, and a battery of robustness checks are used to assess internal consistency. The results indicate that behavioural engagement, particularly purchase frequency and monthly organic spending, is strongly associated with higher WTP, consistent with a learning-by-consuming interpretation. In contrast, household income shows limited independent explanatory power once behavioural variables are controlled for, and stated price sensitivity has little explanatory power at higher WTP thresholds, evidencing an attitude–behaviour gap. Education appears to matter through heterogeneous and non-linear channels rather than as a uniform direct predictor. These findings suggest that acceptance of organic price premiums in Portugal is primarily associated with behavioural engagement. The paper offers insights relevant to policies aimed at increasing repeated exposure to and habitual uptake of organic products, while acknowledging the limitations associated with cross-sectional data.</p>

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Willingness to pay for organic food price premiums: the role of consumption frequency, spending, and price sensitivity in Portugal

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年7月7日

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  • Matheus Koengkan

摘要

Organic food markets have expanded rapidly across the European Union, yet consumer acceptance of organic price premiums remains uneven, particularly in price-sensitive contexts. This study examines the economic and behavioural correlates of consumers’ willingness to pay (WTP) for organic food price premiums in Portugal, with a particular focus on price sensitivity, income constraints, and consumption behaviour. Based on a nationwide online survey (N = 313) conducted between October 2025 and January 2026, the analysis investigates how consumption frequency, monthly organic expenditure, household income, education, and stated price reactions jointly influence WTP. Willingness to pay is modelled as an ordinal and heterogeneous outcome. Ordered logit and generalised ordered logit models are employed to capture non-linear and threshold-specific effects across the WTP distribution, while predicted probabilities, interaction terms, and a battery of robustness checks are used to assess internal consistency. The results indicate that behavioural engagement, particularly purchase frequency and monthly organic spending, is strongly associated with higher WTP, consistent with a learning-by-consuming interpretation. In contrast, household income shows limited independent explanatory power once behavioural variables are controlled for, and stated price sensitivity has little explanatory power at higher WTP thresholds, evidencing an attitude–behaviour gap. Education appears to matter through heterogeneous and non-linear channels rather than as a uniform direct predictor. These findings suggest that acceptance of organic price premiums in Portugal is primarily associated with behavioural engagement. The paper offers insights relevant to policies aimed at increasing repeated exposure to and habitual uptake of organic products, while acknowledging the limitations associated with cross-sectional data.