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Consumer Preferences For Non-Conventionally Grown Produce

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  • Underhill, Sheila E.
  • Figueroa, Enrique E.
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    Abstract

    This study examines the potential for marketing fresh fruits and vegetables with labels indicating enhanced food and/or environmental safety attributes as compared to conventional produce. Four labels were investigated: Organic, Certified Organic, Certified Pesticide Residue-Free, and Grown with IPM. Results confirm findings of other surveys relating to concerns about pesticide residues. Seventy-one percent (71%) of respondents stated they believed that pesticide residues in food present a serious or moderate health hazard to consumers. In addition, 74% believed that pesticides pose a serious or moderate hazard to the environment, and 64% felt there was a serious or moderate hazard to farm workers. Results indicate there is a positive information effect for likelihood of purchasing for all of the labels, and this effect is statistically significant for all of the labels except for Certified Pesticide Residue-Free. The magnitude of the information effect for the Grown with IPM label was considerably higher than for the other labels, suggesting that there might be substantial payoffs for informing consumers about this label.

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    Bibliographic Info

    Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

    Volume (Year): 27 (1996)
    Issue (Month): 2 (July)
    Pages:

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    Handle: RePEc:ags:jlofdr:27067

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    Web page: http://fdrs.ag.utk.edu/
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    Related research

    Keywords: Consumer/Household Economics;

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    Cited by:
    1. Li, Jinghan & Zepeda, Lydia & Gould, Brian W., 2007. "The Demand for Organic Food in the U.S.: An Empirical Assessment," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(3), November.
    2. Govindasamy, Ramu & Italia, John, 1997. "Consumer Response to Integrated Pest Management and Organic Agriculture: An Econometric Analysis," P Series 36727, Rutgers University, Department of Agricultural, Food and Resource Economics.
    3. Idda, Lorenzo & Madau, Fabio A. & Pulina, Pietro, 2008. "The Motivational Profile of Organic Food Consumers: a Survey of Specialized Stores Customers in Italy," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43946, European Association of Agricultural Economists.
    4. Evans, Jason R. & D'Souza, Gerard E. & Collins, Alan R. & Brown, Cheryl & Sperow, Mark, 2011. "Determining Consumer Perceptions of and Willingness to Pay for Appalachian Grass-Fed Beef: An Experimental Economics Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 40(2), August.
    5. Kuhar, A. & Juvancic, L., 2010. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), June.
    6. Zepeda, Lydia & Leviten-Reid, Catherine, 2004. "Consumers' Views on Local Food," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(03), November.
    7. Armah, Paul W., 2002. "Setting Eco-Label Standards In The Fresh Organic Vegetable Market Of Northeast Arkansas," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(01), March.
    8. Kuhar, Ales & Juvancic, Luka, 2010. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), June.
    9. Govindasamy, Ramu & Italia, John & Adelaja, Adesoji O., 2001. "Predicting Willingness-To-Pay A Premium For Integrated Pest Management Produce: A Logistic Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 30(2), October.
    10. Lydia Zepeda & Hui-Shung Chang & Catherine Leviten-Reid, 2006. "Organic Food Demand: A Focus Group Study Involving Caucasian and African-American Shoppers," Agriculture and Human Values, Springer, vol. 23(3), pages 385-394, October.
    11. Batte, Marvin T. & Hooker, Neal H. & Haab, Timothy C. & Beaverson, Jeremy, 2007. "Putting their money where their mouths are: Consumer willingness to pay for multi-ingredient, processed organic food products," Food Policy, Elsevier, vol. 32(2), pages 145-159, April.
    12. Larson, Ronald B., 1997. "Key Developments In The Food Distribution System," Working Papers 14350, University of Minnesota, The Food Industry Center.

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