Abstract
In times of rising organic food popularity, both producers and retailers are faced with the question of how to appropriately price their products. In this paper, we discuss the drivers that influence consumer willingness to pay (WTP) for organic food based on a systematic review of the literature in this field over the past two decades (1999–2019). Based on the identified sources, we cluster these WTP drivers into three categories: consumer-related, product-related, and purchasing venue-related factors. Additionally, we review and discuss the methodologies employed in eliciting WTP for organic food. Finally, we attempt to outline potential areas for future research as well as managerial implications.
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