An increasing number of organic foods with different green labels appear on the market. According to the researches this is more environmentally and health-friendly. Organic food is often more expensive, so in my master's thesis I examined what motivates the consumers to buy it and the willingness to pay more for food products with green labels, despite higher price.
I focused on health care and environmental awareness, as many of the studies have identified these two factors as leading factors that influence the consumers' decision to buy organic food and their willingness to pay more for organic food.
The findings confirm the positive impact of both factors, both on the purchasing intention and the willingness to pay more for organic certified foods, but to a lesser extent, as expected. According to the results of our research, we can not claim that health care and environmental awareness are the leading factors that motivate the consumers to buy and to pay more for organic certified foods, but they undoubtedly have a positive impact on them.