Consumer Attitudes, Norms and Willingness to Pay: Exploring the Market Dynamics for Free-Range Eggs in East Java
Consumer Attitudes, Norms and Willingness to Pay: Exploring the Market Dynamics for Free-Range Eggs in East Java
Ariani Trisna Murti1, Budi Hartono1*, Hari Dwi Utami1, Tri Wahyu Nugroho2, Tina Sri Purwanti1, Jaisy Aghniarahim Putritamara1
ABSTRACT
This study examines the influence of various factors on consumer behavior, focusing on demographics, attitudes, subjective norms, perceived behavioral control, and willingness to pay (WTP). The purchase decision is analyzed through product stability, habitual buying, recommendations, and repurchase intention. Utilizing cross-sectional data from 510 respondents who are purchasing free-range eggs, structural equation modeling is employed to address the research questions. The results reveal that consumer demographics, product attitude, subjective norms, and perceived behavioral control positively and significantly impact willingness to pay (WTP), which is a mediating variable. Additionally, WTP, and these factors, significantly influence key outcomes like product stability, habitual buying, recommendations, and repurchase intention. Notably, the study underscores the mediating role of WTP, highlighting its importance in bridging the effects of consumer characteristics on purchase intentions. Based on these findings, the study suggests several practical implications and business policy recommendations . Programs such as loyalty cards or discounts can encourage repeat purchases, while educating consumers about the benefits of free-range eggs may enhance their willingness to pay and positively influence their attitudes toward the product.
Keywords | Free-range eggs, Consumer perception, Purchase intention, Structural equation modeling, Purchasing decision, Willingness to pay
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