Health and environmental attitudes as drivers of willingness to pay for organic meat: A study of Norwegian consumers

Despite the growing popularity of organic products in Norway, limited research has explored how health and environmental motives, and socio-demographic factors influence consumer preferences for locally produced organic meat. This study investigates Norwegian consumers' willingness to pay (WTP) a price premium for organic meat, focusing on how environmental and health-related attitudes shape these preferences. Based on a survey of 1021 respondents, the findings reveal that over 45 % of participants were willing to pay a positive premium for organic meat. Key factors influencing WTP included sociodemographic characteristics (education, gender, rurality index), perceived importance of price, and attitudes supporting the health and environmental benefits of organic food. Environmental concern significantly increased willingness to pay, whereas generalized health concern did not. However, consumers who specifically believe organic food is healthier displayed a clear inclination to pay a premium for that perceived advantage. This study provides insights into consumer motivations for sustainable food choices, with implications for public health and food policy in Norway. • Nearly half of Norwegian adults willing to pay a premium for organic meat. • Willingness to pay rises with higher education, female gender, and urban residency. • Beliefs in organic food's health, environmental benefits link to higher WTP. • Broader health priorities however had no significant impact on WTP.