Managers of organic food stores – as regarding the influence on health – see reliable origin to be the most important criterion during their product selecting decision making process. In the case of traditional foods they find additive artificial materials and GMOs significant...

Human behaviours are driven by two different types of motives: implicit and explicit motives. Psychologists have developed two main tools, namely time pressure and cognitive load, to disentangle the two motives. It implies that the values of willingness to pay (WTP) are sensitive to time...