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Marketing Organic and Conventional Potatoes in Germany

Author

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

Abstract

We apply a bivariate probit model and cluster analysis to German household survey data to evaluate factors influencing consumption of conventional and organic potatoes. Results show there is a positive but insignificant correlation between the consumption of conventional and organic potatoes and consumers associate organic potatoes with healthy ingredients, trusted origin, and food safety. Furthermore, consumers' sociodemographics such as education and children in households affect their choice of potatoes. Cluster analysis results group potato consumers into the market segments "Industry trusting," "Healthy diet oriented," and "Price oriented." These results suggest an adoption of different marketing strategies to promote fresh potatoes to the different market segments.

Suggested Citation

  • Yue, Chengyan & Grebitus, Carola & Bruhn, Maike & Jensen, Helen H., 2010. "Marketing Organic and Conventional Potatoes in Germany," Staff General Research Papers Archive 31323, Iowa State University, Department of Economics.
    • Handle: RePEc:isu:genres:31323
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    Cited by:

    1. Götze, Franziska & Mann, Stefan & Ferjani, Ali & Kohler, Andreas & Heckelei, Thomas, 2015. "A Hedonic Approach Towards Explaining Market Shares of Organic Food - Evidence from Swiss Household Data," 55th Annual Conference, Giessen, Germany, September 23-25, 2015 209204, German Association of Agricultural Economists (GEWISOLA).
    2. Andreea Strambu-Dima, 2022. "Food-Related Consumer Behavior Endorsing European Food Chain Sustainability—A Marketing Study on the Romanian Consumer," Sustainability, MDPI, vol. 14(15), pages 1-20, July.
    3. Karen Lewis DeLong & Carola Grebitus, 2018. "Genetically modified labeling: The role of consumers’ trust and personality," Agribusiness, John Wiley & Sons, Ltd., vol. 34(2), pages 266-282, March.
    4. Noor Sembiring, 2019. "Improving the Income of Wood Potatoes (Manihot Utilissima l.) in Medan," International Journal of Economics and Financial Issues, Econjournals, vol. 9(1), pages 147-150.
    5. Coucke, Nicky & Vermeir, Iris & Slabbinck, Hendrik & Geuens, Maggie & Choueiki, Ziad, 2022. "How to reduce agri-environmental impacts on ecosystem services: the role of nudging techniques to increase purchase of plant-based meat substitutes," Ecosystem Services, Elsevier, vol. 56(C).

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