Factors forming consumer willingness to pay a premium for free-range eggs

Purpose Little is known about the external stimuli, which trigger a change in consumer's cognitive and affective state lead to willingness pay premium price (WTPPP) behavioural response. This study aims close this knowledge gap by providing insight into how unique combination of antecedents affects consumer attitude toward purchasing free-range eggs leads response, measured WTPPP for eggs. Design/methodology/approach An online questionnaire was developed, with data collected from 392 Australian consumers. employs confirmatory factor analysis (CFA) examine measurement model before testing hypothesised relationships using covariance-based structural equation modelling (CB-SEM). Findings The reveals that tested customer perceived value (CPV) dimensions, animal welfare source credibility are positive stimuli towards eggs, subsequently promotes Research limitations/implications drawn consumers may not be generalisable disparate contexts, beyond those influence WTPPP. Originality/value one first studies use stimulus–organism–response (SOR) theory investigate contribute extant understanding behaviour relating specifically offers practical implications egg farmers, retailers policymakers.