Pre- and during COVID-19: Households’ Willingness to Pay for Local Organic Food in Italy

Food demand and food supply have been heavily affected by the COVID-19 pandemic. To understand changes in households’ behavior related to pandemic, we investigated willingness pay for local organic apples before during We assessed that occurred within families, estimating separate models two members of a couple. Our findings show respondents positive price premium apples, whose consumption helps reduce environmental costs associated with production. The median estimated values pandemic ranged from 34% 250%. Overall, mean pay, which increased socio-economic variables are most important explaining while behavioral more heterogeneous results, even if lifestyle request information through label also variables. tended narrow gaps preferences between In conclusion, dimensions embodied short chain, knowledge trust producer crucial elements consumer’s choices.