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Potato Marketing – Factors Affecting Organic and Conventional Potato Consumption Patterns

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  • Yue, Chengyan
  • Grebitus, Carola
  • Bruhn, Maike
  • Jensen, Helen H.

Abstract

In producing potatoes the treatment for disease and pests could be more difficult and costly for organic producers than for conventional. Hence, consumers’ attitudes and willingness to pay for organic potatoes need to be considered in a grower’s choice of production technologies. A bivariate probit model and cluster analysis were applied to survey data to evaluate factors that influenced Germany consumers’ consumption patterns for conventional and organic potatoes. The results show that consumers associate organic potatoes with healthy ingredients, trustable origin and food safety. But a lack of varieties and inferior appearance of organic potatoes limit consumer interest in the organic products. With regard to socio-demographics, consumers with higher education level and with children in the household tend to consume organic potatoes more often than consumers with lower education and no children in the household. Cluster analysis results group potato consumers into three different market segments: “Trusting of industry”, “Health-oriented” and “Price-oriented” segments. These results suggest adopting different marketing strategies to promote fresh potatoes to the different market segments.

Suggested Citation

  • Yue, Chengyan & Grebitus, Carola & Bruhn, Maike & Jensen, Helen H., 2008. "Potato Marketing – Factors Affecting Organic and Conventional Potato Consumption Patterns," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43948, European Association of Agricultural Economists.
  • Handle: RePEc:ags:eaae08:43948
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    File URL: http://ageconsearch.umn.edu/record/43948/files/149.pdf
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    Cited by:

    1. Lupín, Beatriz & Rodríguez, Elsa Mirta M., 2012. "Quality attributes and socio-demographic factors affecting channel choices," Nülan. Deposited Documents 1605, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    2. Lupin, Beatriz & Rodriguez, Elsa M., 2012. "Quality attributes and socio-demographic factors affecting channel choices," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126372, International Association of Agricultural Economists.

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    Keywords

    Food Consumption/Nutrition/Food Safety; Marketing;

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