Consumers’ willingness, behaviors, and attitudes to pay a price premium for local organic foods in Nepal

For a few years, the consumers' concerns about environmental and health issues related to organic food products have risen; consequently, the demand for organically grown products has increased and hence the tendency of paying a surplus amount for those products. Keeping this point in view, a study was undertaken in 2020 to investigate the factors affecting consumers' potential willingness to pay premium prices for organic food products in Nepal. The research applied different research methods, in particular, public opinion analysis based on the conducted surveys and the statistical inference method. The data obtained from the survey were analyzed using Pearson's chi-square test which revealed that men were more willing than women to select local organic foods due to their disbelief in conventional foods and their selection was more often than in case of women based on the price of the organic foods. This survey results showed 9.55 percent of respondents would not be willing to pay a premium price, while 91.45 percent would be willing to pay a certain percentage of surplus amounts for organic foods. Results have revealed that factors like personal disposable income, original product price, consumers' lifestyle, self-congruity, Ethics of production, etc. affect the consumer's attitude to paying a premium price. Moreover, health consciousness, environmental protection concerns, and food safety concerns increase the willingness of consumers to purchase organic foods. However, high prices, the paucity of regular supply, insufficient information about the benefits of organic foods, and others have negatively influenced the consumers regarding the purchasing perceptions. In this regard, the research findings can be used to assess the development prospects of the organic foods market, to construct a set of measures increasing the willingness level of the consumers to pay a price premium for local foods, and to take up decisions about the production of organic foods.