From Theory to School Food Choices: How Environmental Commitment and Consumption Values Are Shaping Parents' Willingness to Pay More for Organic School Meals in the Baltic States

This research examines parents’ willingness to pay more (WTPM) for organic food in school meals across three Baltic countries (Lithuania, Estonia, and Latvia) using the theory of consumption values. Furthermore, the study examines the mediating role of environmental commitment in the relationship between the Theory of Consumption Values and parents' WTPM for organic food in school meals. A quantitative survey was conducted in the three Baltic countries. Structural equation modeling was used to test the relationships among consumption values, environmental commitment, and parents’ WTPM for organic school meals. Cross-country differences in the drivers of WTPM are evident. Functional value related to quality significantly influenced WTPM in Estonia, but not in Lithuania or Latvia. Functional value related to price and social value related to status were not significant in any of the three countries. Conditional value significantly influenced WTPM across the region. Emotional value significantly affected WTPM in Estonia and Latvia, but not in Lithuania. Environmental commitment did not mediate the effects of functional value or conditional value on WTPM. However, it significantly mediated the relationship between emotional value and WTPM in all three countries. Mediation effects were also found for social and epistemic values in Lithuania and Latvia, but not in Estonia. This study extends the theory of consumption values by comparing parents’ WTPM for organic school meals across the Baltic region and by clarifying the mediating role of environmental commitment.