Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods

Ildiko Kovacs and Eva Reka Keresztes
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Ildiko Kovacs: Department of Marketing, Faculty of International Management and Business, Budapest Business School, University of Applied Sciences, 1165 Budapest, Hungary
Eva Reka Keresztes: Department of Methodology for Social Studies, Faculty of International Management and Business, Budapest Business School, University of Applied Sciences, 1165 Budapest, Hungary

Sustainability, 2022, vol. 14, issue 7, 1-17

Abstract: While perceived consumer effectiveness has consistently been linked to socially conscious attitudes, such as sustainable consumption decisions, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on consumer buying intentions and consumer behaviour. A sustainable food consumer evaluation is based on product values and credibility to health, origin, environment, and ethical concerns. The research aimed to examine if sustainability-related perceived consumer effectiveness has an impact on purchase intention and willingness to pay for sustainable food products, in order to provide information on the pricing of sustainable foods. The study was carried out using a quantitative approach on a sample of 1204 young consumers using a self-administered online questionnaire. The results indicated a significant positive relationship between perceived consumer effectiveness and consumers’ willingness to pay a premium price for sustainable food attributes. Based on this willingness to pay a premium price for food products, a WTP Index was developed. The findings revealed that perceived effectiveness has a strong connection with the buying intention of food products with sustainable attributes.

Keywords: sustainable food consumption; perceived consumer effectiveness; credence attributes; willingness to pay; WTP Index; young consumers (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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