Factors influencing consumers' willingness to pay a price premium and purchase frequency for organic food: a generational difference perspective

Purpose This study applies the stimulus-organism-response (SOR) model and the theory of consumption value to examine the effects of natural content, environmental concern, and availability on consumers' willingness to pay a price premium and purchase frequency for organic food. It also ranks the relative importance of these factors and assesses generational differences. Design/methodology/approach Using the purposive sampling to survey 435 Gen-Y and Gen-Z consumers in Mainland China. The data were analyzed using partial least squares structural equation modeling. Findings The results indicate that natural content, environmental concern, and availability are significant in predicting green consumption value. Additionally, green consumption value significantly affects the willingness to pay a price premium and purchase frequency. Furthermore, the willingness to pay a price premium significantly impacts purchase frequency. Finally, generational differences were confirmed in natural content-green consumption value, green consumption value-purchase frequency linkages. Originality/value This study contributes to the organic food literature by exploring how green consumption value influences the willingness to pay a price premium and purchase frequency. Additionally, it enriches the SOR model and the theory of consumption value by identifying generational differences that affect the strength of these relationships.