摘要：In recent years, consumer concerns on environmental and health issues related to food productshave increased and, as a result, the demand for organically grown production has grown. Higher costsof production and retailer margins generate a gap between real prices and those that consumers arewilling to pay for organic food. In this article, consumer willingness to pay for organic food in twoSpanish regions is analyzed. Markets in both regions are segmented considering consumers lifestyles.Results indicate that consumers concerned about healthy diet and environmental degradation are themost likely to buy organic food, and are willing to pay a high premium. Organic attributes are easilyidentified in perishable products as the premium consumers would pay for organic meat, fruits, andvegetables is higher. . 2001 Elsevier Science Inc. All rights reserved.
