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The aim of this paper is to analyse the main determinants of consumers’ knowledge and their willingness to pay for organic food products. Moreover, the relationship between knowledge and buying behaviour is explored. Virgin olive oil is taken as an example. Data was generated by way of an experimental auction carried out in two cities in northeast Spain. A three-equation model is estimated: (1) Consumer knowledge; (2) the decision to pay a premium for organic olive oil; and (3) how much premium consumers are willing to pay. Results indicate that socio-economic variables are main determinants of consumer knowledge, and that consumer attitude, lifestyle and knowledge all influence the decision to pay a premium for organic olive oil.
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Roig et al. (2006) studied this question.
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