| Summary: | 碩士 === 國立政治大學 === 國際傳播英語碩士學位學程(IMICS) === 103 === The aim of this paper is to explore consumers’ attitudes and identify factors influencing willingness to pay within the context of Russian organic food market. The Theory of Planned Behavior informs the research framework and the hypotheses are tested via hierarchical multiple regression analysis. The survey was distributed online and a total sample of 231 questionnaires was used for this study. The findings indicate that health concerns, knowledge of organic food and trust in organic food claims are all important predictors of consumers’ attitudes, as well as willingness to pay a premium price for organic food, while environment-consciousness appears to be unimportant in contrast to findings from previous research. Additionally, subjective norms are also found to have a strong influence on willingness to pay premium price for organic products.
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