Who is Paying More for Organic Food? - Evidence from a Developing Country Considering Socio-Demographic Characteristics of Consumers

Abstract

This paper addresses the willingness to pay an additional price for the purchase of organic fruits and vegetables by analyzing the factors that influence consumers in their choice. To carry out this research, we studied consumer behaviour in the Gjirokastra region. At first, through questionnaires, primary quantitative and qualitative data were collected. The data were analyzed through SPSS software version 21. The questionnaire feedback was analyzed with descriptive statistics, and inferential statistics combined with comparative interquartile analysis, for which comparative box plots were used. To evaluate the influence of independent variables on the willingness to pay an additional price for the purchase of organic fruits and vegetables, we used the multivariate linear regression model. Multivariate regression is used for the explanation and prediction of the behaviour or levels of a variable or phenomenon, when one or several other variables, which are thought or proven to be related or influence over it, change to a certain extent or direction. At the end of the paper, it was found that socio-demographic factors have a significant impact on the willingness to pay an additional price for organic products.