Who is Paying More for Organic Food? - Evidence from a Developing

Country Considering Socio-Demographic Characteristics of Consumers

IRENA BOBOLI

Department of Tourism and Economic Policies,

“Eqrem Çabej” University of Gjirokastra, Gjirokastër,

ALBANIA

LEDIA THOMA

Department of Agribusiness Management,

Agricultural University of Tirana, Tirana,

ALBANIA

ROMEO MANO

Department of Mathematics, Informatics and Physics

“Eqrem Çabej” University of Gjirokastra, Gjirokastër,

ALBANIA

Abstract: - This paper addresses the willingness to pay an additional price for the purchase of organic fruits and

vegetables by analyzing the factors that influence consumers in their choice. To carry out this research, we

studied consumer behaviour in the Gjirokastra region. At first, through questionnaires, primary quantitative and

qualitative data were collected. The data were analyzed through SPSS software version 21. The questionnaire

feedback was analyzed with descriptive statistics, and inferential statistics combined with comparative

interquartile analysis, for which comparative box plots were used. To evaluate the influence of independent

variables on the willingness to pay an additional price for the purchase of organic fruits and vegetables, we

used the multivariate linear regression model. Multivariate regression is used for the explanation and prediction

of the behaviour or levels of a variable or phenomenon, when one or several other variables, which are thought

or proven to be related or influence over it, change to a certain extent or direction. At the end of the paper, it

was found that socio-demographic factors have a significant impact on the willingness to pay an additional

price for organic products.

Keywords: -Willingness to pay, socio-demographic factors, organic product, Multivariate Linear Regression

Received: December 2, 2022. Revised: May 3, 2023. Accepted: May 19, 2023. Published: June 1, 2023.

1 Introduction

Nowadays, the growing demand for organic or

bioproducts is leading to the development of organic

agriculture everywhere in the world. Today, on a

global level, 1.6% of agricultural land is dedicated

to organic agriculture, while for the European

continent, this figure reaches 9.2%. In 2020, sales of

organic food and beverages at the global level reach

120 billion Euros, of which, 52 billion belong to

European countries, led by Germany and France,

with respectively 15 billion Euros and 12.9 billion,

[1].

In Albania, organic agriculture dates back to

1999 when the first certification of domestic fresh

herbs took place, [2]. Currently, the organic

agriculture trend is on the increase. In 2020, the

number of farms that cultivate organic agricultural

products was 113, compared to 89 in 2019. The

biggest focus of organic farms is on those that

cultivate aromatic and medicinal plants with 49

farms, followed by those that cultivate fruit trees, 19

farms. The interest in growing vegetables continues

to remain low. However, the area planted with

organic products in Albania in 2021 reached the

highest value of 1097ha, [3].

The area dedicated to organic agriculture in

Albania is modest compared to other European

countries (only 0.1% of the total area of agricultural

land). Retail sales of these products are also modest,

[1].

The study area is the region of Gjirokastra. The

region has a favorable geographical position, with

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the most important area being the Drino valley,

where the agricultural space is the fundamental

component of its agrarian ecosystem, which directly

determines the dynamics of this ecosystem. This

agricultural space is presented as a complex of

natural and human elements and factors in constant

interaction and change, [4].

These data show that the organic food market in

Albania is in its infancy, but positive developments

including an increase in the share of regular

consumers, who form the basic segment of the

organic food market, are also noticed, [5]. Research

on consumer preferences and factors influencing

their willingness to pay is limited in Albania.

Actually, few researchers are focused directly on the

factors influencing the willingness to pay for

organic food among Albanian consumers. The latest

study focusing on organic food analyses the

perceptions of Albanian consumers regarding the

organic attributes of fresh fruits and vegetables. In

the same study, researchers estimated Albanian

consumers’ willingness to pay for this category of

products through the Contingent Valuation Method,

[6]. Another earlier study analyses tomato attribute

consumers’ preferences. This study also developed

consumers’ classes based on their choice behaviour

using Conjoint Choice Experiments and Latent

Class Analysis, [7]. Considering the expansion of

consumers interested to buy organic food as well as

the limited literature focusing on organic food

consumers and products in Albania, there is a

notable need for research in this field. In this paper,

we have focused on the willingness to pay an

additional price based on the influence of the socio-

demographic characteristics of consumers. To

measure this impact, we use the Multivariate Linear

Regression model to relate the independent

variables with the dependent one. More specifically,

since organic food consumers are not

demographically homogenous, empirical research in

this direction will help in describing the so-called

“organic food consumers” in Albania. The study in

turn will contribute to a better orientation of further

research.

2 Literature Review

In Albania, studies regarding consumer preferences

and willingness to pay (WTP) for organic food

products are limited and mainly focused on organic

fresh produce, [6], [7], [8], [9], [10], [11]. At an

international level, authors have focused their

research work on the way different consumer groups

approach fresh or processed organic food products,

their preferences, and WTP for these products, [12],

[13]. Regardless of the fact that such research is

based in the context of foreign markets, their

findings are coherent. Thus, some studies show that

organic products seem to be superior to

conventional ones when it comes to consumer

preferences, [14], [15], [16], while others suggest

the opposite [17], [18], [19]. According to [7],

organic products in Albania are generally preferred

over conventional ones.

WTP a premium for organic food differs among

various consumer segments and product categories,

[13]. According to [12], there exists a positive

relationship between organic food and WTP.

Consumers are ready to pay extra money for some

type of processed food made with organic fruit and

vegetables. However, their WTP, among others,

depends on food distribution channels, purchase

frequency, and food category. According to [7],

Albanian consumers express their WTP as a

premium price for organic food products, and this

price varies among different consumer groups.

In Albania, studies on the influence of socio-

demographic factors on the WTP for organic

products are missing, while foreign literature in this

direction is abundant. Based on this literature, the

range of factors influencing WTP includes product

quality and safety, trust in certification, prices, and

socio-demographic factors. In [20], the authors

found that the effect of food quality and trust in

certification on WTP differs according to food

category. The same authors discovered that socio-

demographic factors do not constitute determinants

of organic WTP. However, other studies confirm

that education, gender, age, and income level

influence WTP, [21], [22], [23]. Consumers with

higher education levels express a higher willingness

to purchase organic food, [21], [22]. Among organic

food consumers, women, younger age groups and

those with a higher level of income may be willing

to pay more for organic food, [23]. Access to

organic food is an important determinant of the

likelihood of a household buying organic food

products, [21].

Organic food consumers show to be different

from consumers of conventional food because their

attitude toward products’ attributes is quite

different. According to [24], price plays an

important role as a quality proxy. Organic food

consumers show a lower price sensitivity than the

occasional and non-organic ones, [25]. They

perceive organic food as more valuable even if

relatively higher prices and poorer availability of

organic products compared with their conventional

counterparts could limit the purchase and the quality

perception, [26]. Organic food consumers differ

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from conventional food consumers even in the

motives that drive their food choice. Important

drivers of food choice for organic food consumers

are health and food safety concerns, while

conventional consumers consider price and

convenience, [27]. In [8], the authors also found that

Albanian consumers perceive organic food as

healthier and safer.

3 Paper Objectives

The main objective of this paper is to determine the

factors that influence the willingness of consumers

to pay an additional price for purchasing organic

products in the Gjirokastra region. This objective is

related to socio-demographic factors influencing

purchases of organic products in the region.

Identifying and testing the socio-demographic

factors on WTP for organic products will be a

deeper perception compared to other Albanian

authors. To successfully meet the main objective,

we tried to provide an answer to the following

research questions:

 Do socio-demographic factors influence the

willingness of consumers to pay an

additional price for the purchase of organic

products?

 What characteristics of organic products

affect the willingness of consumers to pay

an additional price for their purchase?

Based on the above questions, we propose the

following hypothesis:

Ho: Socio-demographic variables do not have a

significant influence on the willingness of

consumers to pay an additional price in purchasing

organic fruits and vegetables;

Ha: Socio-demographic variables have a

significant influence on the willingness of

consumers to pay an additional price in purchasing

organic fruits and vegetables.

4 Methodology

In this paper, we will analyze consumer willingness

to pay an additional price for organic products in the

Gjirokastra region. In this analysis, we have used

descriptive research, among the socio-demographic

variables, as well as the willingness of consumers to

pay an additional price for organic fruits and

vegetables. With the purpose of collecting data, a

survey was conducted as a primary research method.

Secondary data from Albanian statistical bulletins

have also been used. The basic instrument is the

structured questionnaire as a tool for obtaining the

necessary information through questions addressed

to research target groups, [28]. The questionnaire

works best when the questions are standardized and

guarantee that they will be interpreted in the same

way by all respondents, [29].

Before launching the questionnaire, 15 pilot

questionnaires were tested. The reason behind this

was to identify possible mistakes as well as to

evaluate the clarity of questions and concepts that

were used and to avoid possible difficulties in

choice-making. All remarks, suggestions, and

opinions were reflected in the final version of the

questionnaire, which was divided into three

sections. The first section provides general

information on the socio-demographic

characteristics of the consumers such as gender, age,

civil status, level of education, and monthly family

income. The second section provides more specific

information about the purchase characteristics of

fruits and vegetables in the family such as their

expenses, the number of meals of fruits and

vegetables they consume per week, and the

characteristics that they value for their selection.

The third section provides information on the

willingness of consumers to pay an additional price

for organic fruits and vegetables. Via this

questionnaire, quantitative and qualitative data were

collected.

A probability sampling technique was used. In

the first phase, the three largest supermarkets in the

center of the city, in which organic products are also

sold in the fruit and vegetable section, were selected

and in the second phase, a random selection of

customers was made. For a more representative

sample, the survey was conducted on different days

and hours during one week. The study population is

the consumers of organic fruits and vegetables in

Gjirokastra. The sample size was determined by the

number of customers who regularly frequent these

sale points. From interviews with the three

supermarket managers, the average number of

customers during one week is approximately 3500

(1500, 1200, and 800 customers respectively). Thus,

the size of the population was 3500 customers.

According to an estimate by Raosoft (sample size

calculator) with a margin of error of 4.97%, 350

surveys were conducted (150 questionnaires (43%)

in the first supermarket, 119 (34%) in the second,

and 80 questionnaires (23%) in the third

supermarket). After processing the data, 328

questionnaires were valid, 22 questionnaires were

invalid and the margin of error changed to 5.15%.

SPSS software, version 21, was used for data

processing. The data were analyzed with descriptive

statistics, and inferential statistics combined with

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comparative interquartile analysis, for which

comparative box plots were used. Regression

analysis was also conducted to establish the level to

which the dependent variable is predicated by the

different independent variables. Regression is the

explanation and prediction of the behavior or levels

of a variable or phenomenon, when one or several

other variables, which are thought or proven to be

related or influence it, change to a certain extent and

direction, [28]. The Multivariate Linear Regression

model (MLR) was used to measure the influence of

independent variables on the WTP and additional

price for the purchase of organic fruits and

vegetables, which is the dependent variable of the

study measured by the level of the increase in the

price percentage. The independent variables are the

social-demographic characteristics of the

consumers, specifically: age, education level, and

monthly income level assessed in groups arranged

in ordinal classes. Also, monthly expenses for fruits

and vegetables, the number of meals for fruits and

vegetables being consumed per week, expressed in

real values were taken into consideration.

The purpose of MLR is to model the linear

relationship between the explanatory (independent)

variables and the response (dependent) variables.

The model that was used in regression analysis is

presented below:

Y = β0 + β1X1 + β2X2 + β3X3 + β4X4+ β5X5 + β6X6 + ε

(1)

Where:

Y= WTP an additional price for organic fruits and

vegetables

β0= Constant,

X1= Age,

X2= Education,

X3=Monthly income,

X4= Monthly expenses,

X5= Monthly expenses for fruit and vegetables,

X6= Number of meals for fruits and vegetables being

consumed mainly during the week

β1, β2, β3, β4, β5, β6 = Represent the regression

coefficients of the six independent variables which

helped to determine the level of influence of the

independent variables on the dependent variable.

The Fisher test was used to measure the

functionality and stability of the model and the least

squares model was used to measure the evaluation

of the parameters.

5 Data Analysis

5.1 Comparative Analysis

Inferential statistics is about generalizing or drawing

reliable conclusions about the population based on

case data findings, [30].

65% of the consumers involved in the study were

women, and 35 % were men. According to Figure 1,

1,75% of men are willing to pay more than 20%,

and 50% of them are from 40% to 50%. While 50%

of women are willing to pay less than 30% and only

25% of them an increase from 40% to 50%. This

can be explained by the fact that women with a

specific budget try to buy as much as possible

looking for a lower price. Meanwhile, men buy only

the products on the list and do not seek to find the

cheapest products.

Fig. 1: Relation between Gender and WTP an additional

price for organic fruits and vegetables

Source: Authors from SPSS statistical software v21(2023)

The level of education is divided into 6

categories. From the surveys it was found the

following: 1.67% have an 8-year education, 56.60%

high school education, 23.30% university education,

16.70% have postgraduate education, and 1.67%

answered otherwise. How does the level of

education affect WTP? According to Figure 2, at the

postgraduate level, 100% of the respondents are

willing to pay a price increase from 30% to 100%.

Meanwhile, the high school education category is

also willing to pay an increase from 30% to 100%,

but only 50% of them. The rest are willing to pay up

to 30%. Of those in the university education

category, only 25% are willing to pay from 30% to

50% price increase, while 75% are willing to pay an

increase of up to 30%. The other two categories

have no statistical significance. What we notice is

that consumers with high school education levels

are more willing to pay a higher price compared to

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those with a university education level. To explain

this phenomenon, we must analyze the relationship

that exists between the level of education and

monthly income.

Fig. 2: Relation between Education and WTP an

additional price for organic fruits and vegetables

Source: Authors from SPSS statistical software v21(2023)

The level of monthly income is divided into 6

categories (surveys were completed in ALL, but for

study purposes, we have made the conversion in

Euro according to the exchange rate of 1 Euro =

116.14 ALL

). The surveys showed that: 0% had an

income of fewer than 86 Euros, 8.33% between the

range (of 86 – 256 Euros), 18.33% between the

range (of 256 – 516 Euros), 31.66% between the

range (516 – 775 Euros), 16.66 % between the range

(775 – 1033 Euros) and 25% > 1033 Euros.

According to Figure 3 which shows the relationship

between the monthly income and education, we

notice that the postgraduate category has a high

income of over 775 Euros and due to the level of

education, it also has knowledge about organic

products, thus the consumers on this category are

willing to pay an increase for organic products from

30% to 100%. While, the high school education

category, only 25% of them have an income of up to

775 Euro, and 75% of them have an income over

775 Euros. This category is represented in Albania

by individuals who own businesses, who regardless

of their educational level, have financial

opportunities and are willing to pay a price increase

of up to 100%. Meanwhile, 75% of the university

category have an income of up to 775 Euro and only

25% of them are between the range of 775 – 1033

Euro. This category has an educational level but

Albanian Lek, Bank of Albania, 6 February 2023

does not have a high level of income that can

respond to the price increase. The other categories

do not show statistical significance.

Fig. 3: Relation between Education and Monthly

Income

Source: Authors from SPSS statistical software v21(2023)

The age of the respondents is divided into 6

categories: 6.67% are in the age group of 18 – 24

years, 11.60% to the age group of 25 – 34 years,

30% are in the age group of 35 – 44 years, 26.60%

in the age group of 45-54 years, 11.60% in the age

group 55-64 years and 13.30% in the age group 65+

years. According to Figure 4, the tendency for WTP

additional price starts with the 35-44 age group,

where 50% of them are willing to pay from

approximately 35% to 100% price increase. In the

45-54 age group, 75% of them are willing to pay

from 30% to 100%, while 25% of them are willing

to pay up to 30%. In the age group 55-64 years,

50% of them are willing to pay from 30% to 100%.

These age groups represent families with a

consolidated civil status with the presence of

children in the family and this is the reason they are

more willing to pay an additional price for organic

fruits and vegetables. Meanwhile, in the 65+ age

group, only 25% are willing to pay from 35% to

50% increase. This happens for economic reasons as

this age group has less monthly income due to the

retirement period. For the age 18-24 years, 25% are

willing to pay from 35%-40%. This age is still part

of the big family and buying organic products is part

of their family culture. Meanwhile, the 25 – 34 age

group is not interested in paying an additional price

for organic fruits and vegetables, 75% are willing to

pay up to 30% as this percentage can be a real

increase in the price of the products as a result of the

influence of other factors.

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Fig. 4: Relation between Age and WTP an additional

price for organic fruits and vegetables

Source:AuthorsfromSPSSstatisticalsoftwarev21(2023)

The civil status of the respondents is divided into

6 categories: 11.70% single, 63.30% married, 7%

divorced, 5.30% widow, 9.25% cohabiting, and

3.40% other. According to Figure 5, 75% of married

respondents pay from 30% to 50%. The category of

married civil status has the greatest tendency to pay

the additional price, 75% of them are willing to pay

a 30% to 50% price increase. In opposition to the

cohabitation category, only 25% of them are willing

to pay a 30% to 50% price increase. In the

“divorced” and “widow” categories, 50% of them

are willing to pay a 30% to 50% price increase. The

“single” category shows little interest, where 50% of

them are willing to pay 20% to 40% additional

price. Meanwhile, the other category did not want to

declare its civil status, but it is a category that is

willing to pay up to a 30% price increase.

Fig. 5: Relation between Civil Status and WTP an

additional price for organic fruits and vegetables

Source: Authors from SPSS statistical software v21(2023)

The question, which is the most important

characteristic that consumers value in the selection

of fruits and vegetables, was answered as follows:

21.60% freshness, 11.60% appearance, 15% price,

25% origin, 20% certification and 6.67% trust to the

seller. For the variable characteristic of the purchase

of fruits and vegetables, the most important role to

the customer is trust and certification. According to

Figure 6, if the product is certified, 100% of

consumers are willing to pay an additional price

from 30% to 100%. The same percentage is when

they trust the seller. We can say that trust in the

seller is the informal certification that the consumer

has for the product. If a consumer trusts the seller,

he tends to pay up to a 100% increase. The origin

does not show significant comparative importance.

Regarding the price as a characteristic, it is obvious

that it does not show a higher willingness than a

non-organic product can have, up to 30%, thus a

normal price increase. The product presentation

does not show any interest, as long as it is organic,

as it can be bought in the markets or in farms where

the consumers trust since they know the producers.

While related to freshness, 50% of consumers are

ready to pay up to a 50% increase, thus they prefer

that organic food products be sold in their

production period.

Fig. 6: Relation between Fruits & Vegetable selection

characteristic and WTP an additional price for organic

fruits and vegetables

Source:AuthorsfromSPSSstatisticalsoftwarev21(2023)

5.2 Multivariate Linear Regression

Data statistical processing produced by the samples

gave the following outputs. From Table 1, the value

of the model created with the method of least

squares has an approximation of 63.1% (R

Square=0,631). The adjusted square of the multiple

R has a value of 0.589, indicating that the 58.9% of

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the variance on WTP an additional price for organic

fruits and vegetables is jointly explained by all the

independent variables: age, education, monthly

income, monthly expenses for fruits and vegetables,

and a number of meals/week.

Table 1. Model Summary

Model Summary

Model

R Square

Adjusted R

Square

Std. Error of the

Estimate

.794ᵃ

.631

.589

18.61258

a. Predictors: (Constant), Number of meals per week, Monthly

Income, Age, Education, Monthly expenses for Fruits and

Vegetables, Monthly expenses

Source: Authors from SPSS statistical software v21(2023)

The regression is supported by the ANOVA test, for

a high value of F=15,074 and Sig = 0.000< 0.05

(Table 2), so the model is statistically significant.

Table 2. ANOVA

ANOVAᵃ

Model

Sum of

Squares

Mean

Square

Sig.

Regression

31.332.633

5.222.106

15.074

.000ᵇ

Residual

113.695.104

322

346.428

Total

145.027.737

328

a. Dependent Variable: WTP an additional price

b. Predictors: (Constant), Number of meals per week, Income, Age,

Education, Monthly expenses for Fruits and Vegetables, Monthly

expenses

Source: Authors from SPSS statistical software v21(2023)

Table 3. Coefficients of Variables

Coefficientsᵃ

Model

Unstandardized

Coefficients

Standardized

Coefficients

Sig.

95.0% Confidence interval for B

Std. Error

Beta

Lower Bound

Upper Bound

(Constant)

-71.246

15.261

-4.668

.000

-101.857

-40.636

Age

-3.940

1.934

-.188

-2.038

.047

-7.819

-.062

Education

18.125

3.180

.532

5.728

.000

11.837

24.594

Income

16.651

2.854

.724

5.802

.000

10.836

22.285

Monthly expenses

.000

-.601

-4.174

.000

-.001

.000

Monthly expenses for Fruits and

Vegetables

.000

-.218

-2.029

.047

-.001

.000

Number of meals per week

5.309

1.811

.249

2.932

.005

1.677

8.941

a. Dependent Variable: WTP an additional price

Source: Authors from SPSS statistical software v21(2023)

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Table 3 shows the coefficients of variables that

are included in the multivariate regression. As noted

all independent variables which are included in this

statistical model: age, education, monthly income,

monthly expenses, monthly expenses for fruits and

vegetables, and number of meals per week, are

statistically significant because their levels of

significance have low values. These variables are

referred to as the 95% confidence level. Age (Sig =

0.047 < 0.05 or 5%), education (Sig = 0.000 < 0.05

or 5%), monthly income (Sig = 0.000 < 0.05 or 5%),

monthly expenses (Sig = 0.000 < 0.05 or 5%),

monthly expenses for fruits and vegetables (Sig =

0.047< 0.05 or 5%), number of meals per week (Sig

= 0.005 or 5%). We notice that the impact of age on

WTP an additional price for organic fruits and

vegetables is negative (β1=-3.940) with a level of

significance (0.047<0.05), which shows that with an

increase in the level of age by one unit the WTP an

additional price decreases by approximately 3.94

units when all the other factors are constant.

Education and income are two factors that exert the

greatest influence on WTP an additional price for

organic fruits and vegetables. Education has a

positive impact on the WTP an additional price for

organic fruits and vegetables (β2 = 18.125) with a

level of significance (0.000<0.05), which shows that

with an increase in the level of education by one

unit, the WTP additional price increases by

approximately 18 units when all the other factors are

constant. Thus, with the increase in the level of

education, the amount that respondent is willing to

pay is also increasing, [31]. The monthly income

has a positive impact on WTP an additional price

for organic fruits and vegetables (β3 = 16.561) with

a level of significance (0.000<0.05), which shows

that with an increase in the level of monthly income

by one unit, the WTP additional price increases by

approximately 16,5 units when all other factors are

constant. With an increase in income, the ability and

willingness to spend more, also increase, [32]. The

number of meals affects positively the WTP an

additional price for organic fruits and vegetables (β6

= 5.309) with a level of significance 0.05, which

shows that with the increase in the number of

consumed meals, the WTP an additional price

increases by approximately 5,3 units when all other

factors are constant. The table shows that the

variables monthly expenses and monthly expenses

for fruits and vegetables, are statistically significant,

but do not influence the WTP an additional price.

These coefficients are necessary to create

equation (2) of multivariate linear regression:

“WTP” = (-71.246) – (3.940)x(age) + (18.215)

x(education) + (16.561)x( monthly income)+ (5.309)

x(number of meals/week) + e (2)

For testing the Ha hypothesis, whether it is

acceptable or not, at least one of the coefficients

next to the independent variables included in the

regression equation must be different from zero

(≠0). Then, the hypothesis is acceptable. Referring

to the regression equation (2), four of its coefficients

are different from zero, which shows that

statistically, this forecasting model is significant

within the 95% confidence interval. Consequently,

while some of the independent factors have

coefficients different from zero, such as age,

education, monthly income, and the number of

meals consumed during the week, the basic

hypothesis is rejected, therefore Ha is acceptable,

that the socio-demographic variables influence the

WTP an additional price for organic fruits and

vegetables (Table 4).

Table 4. Summary of statistical parameters of Ha

Coefficients

Value

Sig

Statistical

importance

testing

Age

-3.940

0.047

Sig<0.05

Accepted

Education

18.215

0.000

Sig<0.05

Accepted

Monthly

income

16.561

0.000

Sig<0.05

Accepted

Number of

meals/week

5.309

0,005

Sig<0.05

Accepted

Source: Authors from SPSS statistical software v21(2023)

6 Conclusions

Based on the findings of this paper, it turned out that

men were more willing to pay an additional price

for organic products. Regarding the level of

education, the highest willingness to pay for organic

fruits and vegetables had the consumers who had

post-graduate studies, who have a high income, and

who also had knowledge about these products. In

this regard, our findings are in congruence with the

findings of, [32]. Also, people with high school

education. These consumers, regardless of their

level of education, have financial opportunities. This

category “nouveau riche”, according to [33], the

development of this class is a sign of progress and

the wider this class is, the faster a very large and

prosperous middle class will be created, whose

expenses can stimulate the economy. The age group

35-64 years has the highest willingness to pay,

consolidated families with children, and therefore

they are more responsible and careful towards fruits

and vegetables. This is reinforced by the

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DOI: 10.37394/23207.2023.20.104

Irena Boboli, Ledia Thoma, Romeo Mano

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comparative analysis and the relationship with civil

status, where the “married” category is more willing

to pay an additional price for fruits and vegetables.

The most interesting finding is the selection. The

results show that certification and trust in the seller

are the two main characteristics of consumer

selection. Thus, they are willing to pay an increase

of up to 100%, if they know the seller.

At the end of the paper, it is evident that socio-

economical factors have a significant impact on the

willingness to pay an additional price for fruits and

vegetables. Socio-demographic factors: age,

education, monthly income, and the number of

meals they consume during the week for fruits and

vegetables are important factors in the WTP an

additional price.

This study has some limitations. The first

limitation is that it measures perceptions of different

consumers of organic fruits and vegetables on their

willingness to pay. Further research may be

conducted to measure exactly how much money

different consumers are ready to pay for a certain

category of organic products and why not for

specific products. This would certainly require the

application of appropriate research techniques, such

as auctions for example.

Another limitation has to do with the so-called

"sample bias". Regardless of the fact that this study

adopted a random sampling method, and the size of

the sample justifies the population, the participants

were contacted only in a limited number of food

retail units in Gjirokastra city. This approach may

bias, to a certain extent, the results of the study as

long as the purchases from these selected sale points

do not represent the total food purchases in the city.

Researchers in the future should consider this fact

and further expand the study area to create a more

complete overview of the situation not only in the

city of Gjirokastra but also in other regions of the

country.

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Contribution of Individual Authors to the

Creation of a Scientific Article (Ghostwriting

Policy)

-Irena Boboli carried out the methodology,

collection of primary data, and the organization of

the paper.

-Ledia Thoma carried out the literature review and

the collection of secondary data.

-Romeo Mano carried out the processing of the

questionnaire, database, and statistical processing.

Sources of Funding for Research Presented in a

Scientific Article or Scientific Article Itself

No funding was received for conducting this study.

Conflicts of Interest

The authors have no conflicts of interest to declare

that are relevant to the content of this article.

Creative Commons Attribution License 4.0

(Attribution 4.0 International, CC BY 4.0)

This article is published under the terms of the

Creative Commons Attribution License 4.0

https://creativecommons.org/licenses/by/4.0/deed.en

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