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The Use Of Choice Experiments To Analyze Consumer Preferences For Organic Produce In Costa Rica

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  • Hearne, Robert R.
  • Volcan, Mirel

Abstract

Choice Experiments are used to elicit Costa Rican consumer preferences for different attributes of organic and conventional vegetables in a hypothetical market. Focus groups identified a primary concern with the food safety and a secondary interest on the environmental impact of production practices. Two alternative national certification seals were proposed: 1) a "Blue Seal" certifying the Department of Public Health's approval for food safety; and 2) a "Green Seal" certifying Ministry of Agriculture's approval for environmentally sound production practices. Three other attributes were selected: "Appearance", "Size", and "Price". These attributes, together with the proposed labels, were presented in different combinations to a sample of 432 Costa Rican consumers at ten supermarkets located in the urban Central Valley. The results of the multinomial logit model demonstrate that the attributes "Appearance" and "Price" the have the strongest influence over the probability choosing alternative scenarios. Also, there was a significant preference for the "Blue Seal" and the "Blue Seal" and "Green Seal" combined. The socioeconomic variables turned out to be not significant in consumer choice. The results show a MWTP of 20% for the "Blue Seal" certifying healthy produce, and an additional 19% for the "Green Seal". The favorable acceptance of the certification seals on the part of the Costa Rican consumer can imply a large internal market for organic and ecologically healthy produce.

Suggested Citation

  • Hearne, Robert R. & Volcan, Mirel, 2002. "The Use Of Choice Experiments To Analyze Consumer Preferences For Organic Produce In Costa Rica," 2002 Annual meeting, July 28-31, Long Beach, CA 19851, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea02:19851
    DOI: 10.22004/ag.econ.19851
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    References listed on IDEAS

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    Cited by:

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    2. Teratanavat, Ratapol P. & Hooker, Neal H., 2005. "Exploring Consumer Valuation and Preference Heterogeneity for Functional Foods Using a Choice Experiment: A Case Study of Tomato Juice Containing Soy in Ohio," 2005 Annual meeting, July 24-27, Providence, RI 19556, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Meixner, Oliver & Haas, Rainer & Perevoshchikova, Yana & Canavari, Maurizio, 2014. "Consumer Attitudes, Knowledge and Behavior in the Russian Market of Food," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199363, International European Forum on System Dynamics and Innovation in Food Networks.
    4. Kim, Bona & Kim, Seongseop Sam & King, Brian, 2016. "The sacred and the profane: Identifying pilgrim traveler value orientations using means-end theory," Tourism Management, Elsevier, vol. 56(C), pages 142-155.

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