This study investigates the factors affecting Korean consumers’ willingness to pay (WTP) for domestic and organic agricultural, livestock, and processed food products. The findings reveal that obesity status, drinking frequency, and dining out frequency positively influence WTP for both domestic and organic products across all categories, while higher personal income, a convenience-seeking lifestyle, and the tendency to make shopping lists have a negative effect. The factors influencing WTP for organic products differ partially based on the country of origin, with dining out expenditure, disease symptoms, purchase of processed foods, and avoidance of risky foods show different impacts between domestic and imported organic products. The category- specific analysis shows that the perceived nutritional value of domestic products significantly affects WTP, except for livestock products. Safety certification preference has a mixed impact, lowering WTP for domestic agricultural and livestock products but increasing it for domestic organic livestock and processed foods. These results provide valuable insights for developing segmentation and differentiation strategies in the domestic agricultural market.