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VOL. 11, ISSUE 10 (2025)
In India's organic food market: The price difference between willingness to pay and premium prices
Authors
Dr. Ezhilvani CM
Abstract
This study looks at the ongoing discrepancy between the price premiums seen
in the Indian organic food industry and consumers declared willingness to pay
(WTP) for organic foods. The study creates illustrative datasets and
visualizations that compare the retail prices of key products at conventional
and organic stores using a mixed-methods synthesis of recent empirical studies
published in sustainability-related journals, market reports, and retailer
listings (2016-2025). It also creates a synthesized distribution of reported
WTP values. The majority of consumer surveys, according to the results, centre
on a WTP premium of 20-30%, however observed retail price premiums in
specialized and online retail usually surpass this range, sometimes
significantly, for branded or packaged basics. In order to bridge the gap and
promote equitable growth of India's organic industry, the study analyses the
factors that contribute to it, including distribution reach, product
heterogeneity, certification fees, supply-chain inefficiencies, and trust and
labelling. It then makes legislative and management solutions.
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Pages:59-63
How to cite this article:
Dr. Ezhilvani CM "In India's organic food market: The price difference between willingness to pay and premium prices". International Journal of Commerce and Management Research, Vol 11, Issue 10, 2025, Pages 59-63
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