Dutch Consumers' Willingness to Pay for Organic Olive Oil

Abstract

This study focuses on the identification of Dutch consumers' willingness to pay (WTP) for organic olive oil. The analysis and results of a large-scale consumer survey carried out in The Netherlands are presented. The survey was carried out in grocery malls in the 5 largest Dutch cities. From the collected data an ordered logit regression analysis was constructed to assess the impacts of selected explanatory variables that drive 290 Dutch consumers' stated WTP for different price premiums of organic olive oil. The results suggest that WTP is influenced by consumers' experience, awareness, perceptions regarding better quality and high price, and preference for the retail distribution of organic olive oil.