This study investigates the factors influencing organic food consumption and willingness to pay premium prices in China. Using an extended attitudinal behavior-scenario model based on Signaling theory, and data from 451 young Chinese consumers, partial least squares structural equation modeling reveals that environmental concern, environmental values, value perception, price sensitivity, and green promotion significantly affect attitudes toward organic food. Health consciousness, value perception, price sensitivity, and green promotion positively influence consumption intention. Consumer attitude and intention significantly impact willingness to pay premium prices. The study provides valuable guidance for policymakers and producers in expanding the organic food market.

Tong Hu, Abdullah Al Mamun, Mohammad Nurul Hassan Reza, Mengling Wu, Qing Yang