Green perceived values and willingness to pay: a mixed-methods study in the organic food market

Purpose This study aims to demonstrate the relationship between green perceived values (GPVs) and willingness to pay (WTP) higher prices for organic food in Spain based on the theory of consumption values (TCV), focusing on why GPVs vary in specific contexts. Design/methodology/approach A sequential explanatory mixed-methods design was used to explain GPV fluctuations. First, we conducted quantitative research by analyzing a sample of 408 responses from the general Spanish population using partial least squares structural equation modeling to investigate the GPV–WTP relationship. Second, we conducted qualitative research using three focus groups to triangulate the results. Findings The PLS-SEM results showed that, among the six GPVs, functional (price and quality) and emotional values were positive and significant, social value was negative and significant, and conditional and epistemic values were not significant. Qualitative research explained GPV mechanisms and peculiarities of the Spanish market. A systemic approach helped examine how consumer perceptions align with those of stakeholders. Originality/value This study’s novelty lies in its use of mixed methods to explain how GPVs activate WTP in an unexplored market. This approach provides a contextual explanation for the theoretical distinction in which GPVs’ conceptual presence does not ensure their explanatory power. This design offers additional insights based on TCV insights and market-specific practical implications.