Interaction Effects of Domestic Claims and Organic Claims on Willingness to Pay for Food

Using the data from the Consumer Behavior Survey for Food in Korea, this study examines whether domestic claims positively or negatively interact with organic claims in willingness to pay for food. Regression results support the hypothesis that domestic claims enhance willingness to pay for organic claims and vice versa. The positive interaction between domestic and organic claims is robust across food categories, including unprocessed food, processed food, food away from home, and school lunch.