Organic Food Pricing in Jordan: Does Affordability Hinder Growth?

This research explores the dynamics of organic food pricing in Jordan and examines whether the affordability of organic products acts as a barrier to their growth in the local market. The study aims to understand the relationship between the pricing of organic food items and consumer purchasing behaviors, as well as the factors influencing the affordability and accessibility of these products in Jordanian markets.The study employs a mixed-methods approach, combining quantitative surveys of 300 consumers to analyze pricing perception and affordability, with qualitative interviews of 20 local producers and retailers to understand pricing strategies and market challenges. The data were analyzed using descriptive statistics, chi-square tests, and thematic analysis.Key findings suggest that while there is growing interest in organic products, a significant portion of consumers (62%) view organic food as unaffordable. Furthermore, organic food prices were found to be higher by an average of 30-40% compared to conventional products, primarily due to production costs, limited supply, and market inefficiencies. Consumer willingness to pay for organic products was positively correlated with income level and education, but lower-income groups were more likely to perceive organic food as an unattainable luxury.The study concludes that affordability is indeed a major barrier to the growth of the organic food sector in Jordan. While there is potential demand, the high price point limits its accessibility to a broader population. Recommendations include the implementation of government subsidies, improved supply chain efficiencies, and increased consumer education to enhance the affordability and market penetration of organic foods in Jordan.