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Assessing Consumer Preferences for Organically Grown Fresh Fruit and Vegetables in Eastern New Brunswick

Author

Listed:
  • Haghiri, Morteza
  • Hobbs, Jill E.
  • McNamara, Meaghan L.

Abstract

Very little information is available about consumer preferences for organically grown fresh fruit and vegetables in the Maritimes region of Canada. This study was conducted across two locations in eastern New Brunswick to examine consumer willingness-to-pay a premium to purchase organic fresh fruit and vegetables with environmental and health attributes. Willingness-to-pay the premium was modeled as a function of a series of demographic, socio-economic and knowledge variables, plus degrees of awareness concerning the environment, and risk attitudes. Results suggest that when making food choices, although the environment may be regarded as important, ultimately consumers in eastern New Brunswick prioritize their health over the environment. Moreover, the more income households earn, and the more consumers perceive a potential negative impact on health from pesticides usage, the more likely they would be willing to pay a premium for fresh organic produce.

Suggested Citation

  • Haghiri, Morteza & Hobbs, Jill E. & McNamara, Meaghan L., 2009. "Assessing Consumer Preferences for Organically Grown Fresh Fruit and Vegetables in Eastern New Brunswick," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 12(4), pages 1-20, November.
    • Handle: RePEc:ags:ifaamr:92556
    DOI: 10.22004/ag.econ.92556
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    References listed on IDEAS

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    1. Peter C. Verhoef, 2005. "Explaining purchases of organic meat by Dutch consumers," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 32(2), pages 245-267, June.
    2. Cranfield, John A.L. & Magnusson, Erik, 2003. "Canadian Consumer's Willingness-To-Pay For Pesticide Free Food Products: An Ordered Probit Analysis," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 6(4), pages 1-18.
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    Cited by:

    1. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2012. "Food labelled Information: An Empirical Analysis of Consumer Preferences," 2012 International European Forum, February 13-17, 2012, Innsbruck-Igls, Austria 144960, International European Forum on System Dynamics and Innovation in Food Networks.
    2. Cai, Xiaowei & Schroeter, Christiane, 2015. "What Would Popeye Choose: Trends of the U.S. Western Organic vs. Conventional Spinach Purchases," Western Economics Forum, Western Agricultural Economics Association, vol. 14(1), pages 1-10.
    3. Lijia Wang & Jianhua Wang & Xuexi Huo, 2019. "Consumer’s Willingness to Pay a Premium for Organic Fruits in China: A Double-Hurdle Analysis," IJERPH, MDPI, vol. 16(1), pages 1-14, January.
    4. Sansern Srinieng & Gopal Bahadur Thapa, 2018. "Consumers’ Perception of Environmental and Health Benefits, and Consumption of Organic Vegetables in Bangkok," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 6(1), pages 1-17, December.
    5. Vega-Zamora, Manuela & Parras-Rosa, Manuel & Murgado-Armenteros, Eva María & Torres-Ruiz, Francisco José, 2013. "A Powerful Word: The Influence of the Term 'Organic' on Perceptions and Beliefs Concerning Food," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(4), pages 1-26, November.
    6. Alessia Cavaliere & Massimo Peri & Alessandro Banterle, 2016. "Vertical Coordination in Organic Food Chains: A Survey Based Analysis in France, Italy and Spain," Sustainability, MDPI, vol. 8(6), pages 1-12, June.
    7. Sylvain Charlebois & Shannon Faires & Janet Music & Kent Williams, 2021. "The Feasibility of Controlled Environment in Horticulturally Poor Region: The Case of New Brunswick in Canada," Journal of Food Research, Canadian Center of Science and Education, vol. 10(4), pages 1-33, December.
    8. Banterle, Alessandro & Cavaliere, Alessia & Ricci, Elena Claire, 2013. "Food Labelled Information: An Empirical Analysis," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 3(2), pages 1-15, January.
    9. Damian Tago & Henrik Andersson & Nicolas Treich, 2014. "Pesticides and Health: A Review of Evidence on Health Effects, Valuation of Risks, and Benefit-Cost Analysis," Advances in Health Economics and Health Services Research, in: Preference Measurement in Health, volume 24, pages 203-295, Emerald Group Publishing Limited.
    10. Baselice, Antonio & Colantuoni, Francesca & Lass, Daniel A. & Nardone, Gianluca & Stasi, Antonio, 2014. "EU Consumers’ Perceptions of Fresh-cut Fruit and Vegetables Attributes: a Choice Experiment Model," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170527, Agricultural and Applied Economics Association.
    11. Rim Lassoued & Janet Music & Sylvain Charlebois & Stuart J. Smyth, 2023. "Canadian Consumers’ Perceptions of Sustainability of Food Innovations," Sustainability, MDPI, vol. 15(8), pages 1-22, April.
    12. Aban, Marjie L. & Concepcion, Sylvia B. & Montiflor, Marilou O., 2009. "Consumers’ Perceptions on Food Safety of Vegetables in Davao City, Philippines," BANWA: A Multidisciplinary Journal, University of the Philippines Mindanao, vol. 6(2), pages 1-18.
    13. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    14. Ying, Jiahui & Shonkwiler, Vanessa P. & Campbell, Benjamin L., 2018. "Willingness to Pay or Not to Pay: Valuing Foods Some Respondents Find Distasteful," 2018 Annual Meeting, August 5-7, Washington, D.C. 274065, Agricultural and Applied Economics Association.
    15. Xiangzhi Bu & Hoang Viet Nguyen & Tsung Piao Chou & Chia-Pin Chen, 2020. "A Comprehensive Model of Consumers’ Perceptions, Attitudes and Behavioral Intention toward Organic Tea: Evidence from an Emerging Economy," Sustainability, MDPI, vol. 12(16), pages 1-17, August.
    16. Dimech, Marco & Caputo, Vincenzina & Canavari, Maurizio, 2011. "Attitudes of Maltese Consumers Towards Quality in Fruit and Vegetables in Relation to Their Food-Related Lifestyles," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-16, November.
    17. Sangkumchaliang, Parichard & Huang, Wen-Chi, 2012. "Consumers’ Perceptions and Attitudes of Organic Food Products in Northern Thailand," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(1), pages 1-16, February.
    18. Govindasamy, Ramu & Gao, Qun & Heckman, Joseph & Vellangany,Isaac & VanVranken, Richard, 2020. "Characteristics of Consumers Who Are Willing to Buy Certified Organic Produce: An Econometric Analysis," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 8(3), July.
    19. Iliriana Miftari & Rainer Haas & Oliver Meixner & Drini Imami & Ekrem Gjokaj, 2022. "Factors Influencing Consumer Attitudes towards Organic Food Products in a Transition Economy—Insights from Kosovo," Sustainability, MDPI, vol. 14(10), pages 1-14, May.
    20. Lloyd J.S Baiyegunhi & Sikhumbuzo E Mashabane & Nonjabulo C Sambo, 2018. "Influence of Socio-Psychological Factors on Consumer Willingness to Pay (WTP) for Organic Food Products," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 208-219.

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