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Organic Consumers: A Demographic Portrayal of Organic Vegetable Consumption within the United States

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  • Dettmann, Rachael L.
  • Dimitri, Carolyn

Abstract

The organic market sector is one of the fastest growing food sectors in the United States with growth rates in organic food sales averaging 18% per year between 1998 and 2005. The largest segment within the organic market is fresh produce, comprising 36% of retail sales in 2005. To date, no published studies utilize consumer purchase information to understand which demographic factors influence the purchase of organic vegetables. This analysis focuses on aggregate vegetable purchases, along with the top three organic vegetables procured by consumers in the 2004 AC Nielsen Homescan panel dataset: pre-packaged salads, carrots, and spinach. We approach our research questions in two phases. First, the probability a consumer purchases organic vegetables is estimated in a logistic model framework. Second, a Heckman two-stage model is utilized to depict the relationship of organic vegetable expenditures as a ratio of total household vegetable expenditures. Throughout both rounds of analysis, race, education level and household income consistently influence the odds of purchasing organic vegetables.

Suggested Citation

  • Dettmann, Rachael L. & Dimitri, Carolyn, 2007. "Organic Consumers: A Demographic Portrayal of Organic Vegetable Consumption within the United States," 105th Seminar, March 8-10, 2007, Bologna, Italy 7899, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaa105:7899
    DOI: 10.22004/ag.econ.7899
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    References listed on IDEAS

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    2. Kaninda Tshikala, Sam & Fonsah, Esendugue Greg & Boyhan, George & Little, Elizabeth & Gaskin, Julia, 2018. "Crop Rotation Systems for High-Value, Cool-Season Vegetables in the Southern United States," Journal of Food Distribution Research, Food Distribution Research Society, vol. 49(1), March.
    3. Safdar Muhammad & Eihab Fathelrahman & Rafi Ullah Tasbih Ullah, 2016. "The Significance of Consumer’s Awareness about Organic Food Products in the United Arab Emirates," Sustainability, MDPI, vol. 8(9), pages 1-12, August.
    4. Andrés Charry & Manuel Narjes & Karen Enciso & Michael Peters & Stefan Burkart, 2019. "Sustainable intensification of beef production in Colombia—Chances for product differentiation and price premiums," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 7(1), pages 1-18, December.
    5. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    6. Grzelak, Paweł & Maciejczak, Mariusz, 2013. "Comparison of consumers' perceptions of organic products between the United States and Poland," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 115(1), pages 1-10, February.
    7. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    8. Mosier, Samantha L. & Thilmany, Dawn, 2016. "Diffusion of food policy in the U.S.: The case of organic certification," Food Policy, Elsevier, vol. 61(C), pages 80-91.
    9. Schroeter, Christiane & Cai, Xiaowei, 2012. "The Impact of Food Environment on Branded vs. Private Label Produce Choice," 2012 AAEA/EAAE Food Environment Symposium 123197, Agricultural and Applied Economics Association.
    10. Schroeter Christiane & Cai Xiaowei, 2012. "The Impact of Food Environment on Private Label versus Branded Produce Choice," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 10(1), pages 1-23, November.
    11. Peterson, Hikaru Hanawa & Hustvedt, Gwendolyn & Chen, Yun-Ju (Kelly), 2008. "US Consumers' Willingness to Pay for Wool Product Attributes," 2008 Annual Meeting, February 2-6, 2008, Dallas, Texas 6747, Southern Agricultural Economics Association.
    12. Malkanthi, S.H. Pushpa & Rathnachandra, S.D. Dilini & Weerasinghe, W.A. Ruwani N., 2021. "Consumers’ Awareness on Organic Food: Case of Urban Sri Lanka," Problems of World Agriculture / Problemy Rolnictwa Światowego, Warsaw University of Life Sciences, vol. 21(4), December.
    13. Schroeter, Christiane & Cai, Xiaowei, 2011. "It’s All About Produce: Flexing the Muscles of Western U.S. Organic Spinach Consumption," Western Economics Forum, Western Agricultural Economics Association, vol. 10(2), pages 1-13.

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