Motivations behind Consumers’ Organic Menu Choices: The Role of Environmental Concern, Social Value, and Health Consciousness

This study aimed to examine underlying motivations of consumers’ intention to visit a restaurant featuring organic menu items and willingness to pay (WTP) for organic menu items. In particular, this study incorporated environmental concerns, social value, and health consciousness as key motivators. An online survey was conducted with a self-administered questionnaire, and a total of 473 responses were analyzed using structural equation modeling. The results showed that environmental concern was the strongest predictor of WTP, followed by social value and health consciousness, whereas health consciousness was the most influential factor on intention to visit, followed by social value and environmental concern.