In recent years, the global organic market has increased significantly. The organic market has become one of the important industries. At present, organic products are usually valued by cost-plus pricing methods. However, many studies have pointed out that goods can be sold higher prices when they are marked with “organic”. So cost-plus pricing may not be the best model to price organic products. Yet when the prices of organic products are too high, it may result in less demand. In this study, we are going to find out the most reasonable price acceptance range of organic products. We assume different lifestyles, involvement of organic products and organic buying motives will result in different price acceptance range. We use cluster analysis and repeated measures ANOVA to identify various cluster by consumers. The results showed that different lifestyles, organic product involvement, purchase motivation of organic products indeed influence the price acceptance range on different organic food categories. Demographic variables show that core organic food consumers are small families with 2-4 members. Besides, 75.6% of the sample consumers will check whether the food product is organic while purchasing 62.6% will check if the product has an organic label on it.. Moreover, the best sales of product categories are fruits/ vegetables/ mushrooms, grains and dry goods and meat/ fish products. Finally, this research suggests pricing proposals for the future development of organic market, and some advice to follow-up study design.
