Willingness to Pay More for Organic Foods by Tennessee Consumers

This paper examines the general knowledge of consumers regarding organic food and determines their willingness to pay more for it. Data was collected on a random sample of grocery shoppers in the state of Tennessee. The study reveals most of the respondents had a fair knowledge of what organic food was. The number of respondents who had never purchased organic food was found to be only slightly higher than the number who purchase it. A binary logistic regression found income and Environmental concern to be factors that effectively determine willingness to pay more for organic food.