COGNITIVE-AFFECTIVE DIMENSIONS IN PURCHASE INTENTION AND WILLINGNESS TO PAY FOR ORGANIC FOODS
Abstract
This article, from a quantitative, exploratory-descriptive perspective, investigates psychographic factors associated with purchase intention and willingness to pay for organic foods in Brazil. Based on 451 responses collected online using seven-point Likert scales, descriptive analysis, Kruskal–Wallis tests, cluster segmentation, and binary logistic regressions were applied to predict purchase intention and willingness to pay. Three consumer profiles were identified (engaged, moderate, and skeptical). Utilitarian attitudes, hedonic attitudes, and label information showed the greatest predictive power, while nutritional richness, perceived naturalness, expected benefits, and knowledge had a lower isolated contribution. The models exhibited consistent performance: purchase intention with high overall accuracy and a near-excellent area under the ROC curve; willingness to pay with satisfactory accuracy and good discriminative ability. Implications include segmented marketing and pricing strategies, clearer labeling, and educational initiatives to reduce informational and economic barriers. The main limitations relate to convenience sampling, online self-administered data collection, and the use of linear models that fail to capture complex latent relationships. The study adds value by proposing a predictive framework applicable to sustainable retail and policymaking.
Author Biographies
Ph.D. in Business Economics from the University of Salamanca, Spain. Master’s degree in Business Economic Research from the University of Salamanca, Spain. Master’s degree in Administration from UFRGS (PPGA/EA), Porto Alegre, Brazil. Professor and researcher in the Master’s Program in Sustainable Agribusiness at Anhanguera Uniderp University.
Master’s degree in Sustainable Agribusiness from Anhanguera-Uniderp University.
Ph.D. candidate in Sustainable Agribusiness at UNIDERP.
Ph.D. in Plant Health from the Federal University of Pelotas. Professor in the Graduate Program in Sustainable Agribusiness at UNIDERP.
Master’s degree in Sustainable Agribusiness from UNIDERP.
Ph.D. in Agronomy from the Faculty of Agricultural and Veterinary Sciences, Jaboticabal Campus. Coordinator and Professor of the Graduate Program in Sustainable Agribusiness at Uniderp.
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