The Impact of Consumer Schwartz Values and Regulatory Focus on the Willingness to Pay a Price Premium for Domestic Food Products: Gender Differences

This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in domain of preference for domestic products, is closely related ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. sample consisting 1000 respondents representative Polish adult population terms sex, age, education, place living (rural vs. urban), region. willingness pay (WTP) a higher price products affected by tradition universalism values. Consumer value were more powerful explaining WTP than demographic or socio-economic variables. theories found be relevant men women, as reflected adjusted regression determination coefficients. Finally, promotion significant predictor among men, but not women. Based my findings, it recommended (1) emphasize following elements marketing communications order stimulate purchases products: appeals tradition, customs, ecology, being natural; (2) take into account segmentation market; (3) differentiate basis gender segmentation: messages addressed male consumers, arguments appealing orientation should used frequently.