Consumers' Willingness to Pay a Premium for Organic Vegetables: A Quantitative Analysis of Influencing Factors

The increasing prevalence of global health disorders and the daily degradation of the environment have forced people all over the world to consider how to best use resources, including the global food production and consumption process. The increasing awareness of the health advantages of organic food, heightened consciousness about the health risks linked to chemical pesticides and fertilisers, and rising investments by Indian corporations in agritech, agribusinesses, and organic farming are significant factors propelling the market. The aim of this study is to investigate the relationship between the income of consumers and their willingness to pay a premium for organic vegetables and to examine the factors influencing the consumers' willingness to pay a premium for organic food products. The researchers used a quantitative research design, taking 320 sample respondents from Delhi-NCR, India. IBM SPSS software was used to analyse the data by applying descriptive analysis, correlation analysis, and multiple regression analysis. The research indicates that the nutritional advantages of organic vegetables and customers' environmental awareness are primary determinants of the willingness to pay a premium, while factors such as income, health awareness, and the quality of organic vegetables have a minimal impact.