The effect of credence attributes on willingness to pay a premium for organic food: A moderated mediation model of attitudes and uncertainty

OBJECTIVE: With consumers’ concerns about food safety and the environment growing, the interest in organic food has increased. However, due to the late start of the organic food market in China, the market size of the Chinese organic food industry is still relatively small. This study aims to examine whether organic food credence attributes have an impact on consumers’ attitudes and willingness to pay a premium (WTPP), in order to provide valuable information to facilitate the development of the organic food market in China. METHODS: A questionnaire survey was conducted with 647 respondents in China. Structural equation modeling (SEM) was utilized to verify the model and test the relationships among the constructs. RESULTS: SEM analyses showed that credence attributes stimulate consumers’ attitudes and increase consumers’ WTPP. Utilitarian attitudes and hedonistic attitudes play a partially mediating role in the relationship between credence attributes and WTPP. Uncertainty negatively moderates the role between utilitarian attitudes and WTPP, while it positively moderates the role between hedonistic attitudes and WTPP. DISCUSSION: The findings reveal the motivations and barriers for Chinese consumers to purchase organic food at a premium, providing a theoretical basis for companies to gain a deeper understanding of consumer groups and develop organic food marketing strategies.