The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach

While organic food consumption has received recent attention, few studies have focused on consumer behaviors of organic menu selection restaurants. This study aims to fill that gap by investigating consumers' decision-making process with respect to organic menu choices based on the value-attitude-behavior model. Applying the tenet of the model, general sustainability values (i.e., altruistic, egoistic, and biosphere value), pro-environmental attitude, and willingness to pay more for an organic menu were introduced. A total of 467 responses were collected via an online survey, then analyzed using confirmatory factor analysis and structural equation modeling. Our results showed that altruistic value significantly affects biosphere values, which in turn influences willingness to pay more for an organic menu via pro-environmental attitude. This study provides the environmental perspectives underlying the impact of sustainability values and attitude on intentions to pay more for an organic menu. Theoretical and practical implications are discussed.