Demand theory assumes that price elasticity is low if price knowledge is also low. In this case a high-price strategy for regional organic milk will be more successful. This paper focuses on the relation between price knowledge and willingness to pay analysing survey data of 171 consumers in natural food stores in 2004. In accordance with existing literature only 39 % of the consumers have an exact price idea for organic milk. The majority over- or underestimates the price of milk. Results show that the price elasticity for organic milk is particularly low for consumers having a high price ignorance.