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.