Nowadays, environmentally conscious consumers are fully aware of the impact that their day-to-day actions and shopping habits have on the environment. It is precisely because of all the positive features that organic food has for both the health and the wellbeing of the consumer, as well as for the cleaner environment, shopping and consumption of such foods and products is becoming increasingly widespread. Although the price remains one of the decisive factors of buying decisions, green consumers place ecological aspects of products in the first place and are ready to pay a higher price for all their positive qualities. In addition, the increased willingness to pay more for organic food is also affected by environmental concern and vegetarianism. In this diploma, we have defined willingness to pay more and analyzed the relationship with both factors in a research study with 213 respondents. We have found out that the bigger the environmental concern is, the greater is the willingness to pay more for organic food. We have also found out, that vegetarianism positively influences the individual’s willingness to pay more for organic food.
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