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Consumer Preferences For Non-Conventionally Grown Produce

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

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.

Suggested Citation

  • Underhill, Sheila E. & Figueroa, Enrique E., 1996. "Consumer Preferences For Non-Conventionally Grown Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(2), pages 1-11, July.
    • Handle: RePEc:ags:jlofdr:27067
    DOI: 10.22004/ag.econ.27067
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    References listed on IDEAS

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    1. Underhill, Sheila E. & Figueroa, Enrique E., 1993. "Consumer Preferences for Non-Conventionally Grown Produce," Staff Papers 121331, Cornell University, Department of Applied Economics and Management.
    2. Ott, Stephen L. & Misra, Sukant & Huang, Chung L., 1991. "Improving Supermarket Sales of Organic Produce," Food Review/ National Food Review, United States Department of Agriculture, Economic Research Service, vol. 14(01), January.
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    Cited by:

    1. 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.
    2. 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), pages 1-11, March.
    3. Rodriguez, Elsa M. & Lacaze, Maria Victoria & Lupin, Beatriz, 2008. "Contingent Valuation of Consumers’ Willingness-to-Pay for Organic Food in Argentina," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 43947, European Association of Agricultural Economists.
    4. Rodríguez, Elsa Mirta M. & Lupín, Beatriz & Lacaze, María Victoria, 2005. "Las percepciones de los consumidores de alimentos diferenciados," Nülan. Deposited Documents 1295, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    5. Lupín, Beatriz & Lacaze, María Victoria & Rodríguez, Elsa Mirta M., 2007. "Las percepciones de riesgo de los consumidores en alimentos lácteos: aplicación de una regresión logística ordinal," Nülan. Deposited Documents 1287, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    6. Coffey, Brian & Trinetta, Valentina & Nwadike, Londa & Yucel, Umut, 2020. "Producer Willingness to Pay for Enhanced Packaging to Prevent Postharvest Decay of Strawberries," Journal of Applied Farm Economics, Purdue University, vol. 3(01), January.
    7. Rodríguez, Elsa Mirta M. & Lacaze, María Victoria & Lupín, Beatriz, 2007. "Willingness to pay for organic food in Argentina: evidence from a consumer survey," Nülan. Deposited Documents 1300, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    8. 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), pages 1-18, August.
    9. 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.
    10. Shunsuke Managi & Yasutaka Yamamoto & Hiroyuki Iwamoto & Kiyotaka Masuda, 2008. "Valuing the influence of underlying attitudes and the demand for organic milk in Japan," Agricultural Economics, International Association of Agricultural Economists, vol. 39(3), pages 339-348, November.
    11. Lai, Yue & Florkowski, Wojciech J. & Bruckner, Bernhard & Schonhof, Ilona, 1998. "Berlin Consumer Preferences For Quality Attributes Of Fresh Vegetables," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(01), pages 1-7, February.
    12. Zepeda, Lydia & Leviten-Reid, Catherine, 2004. "Consumers' Views on Local Food," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(3), pages 1-6, November.
    13. 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), pages 1-9, October.
    14. 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.
    15. 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;The Agriculture, Food, & Human Values Society (AFHVS), vol. 23(3), pages 385-394, October.
    16. 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), pages 1-14, August.
    17. Febrina Fitriyanti Tambunan & Mia Tantri Diah Indriani, 2013. "Mothers Perception, Attitude, and Willingness to Purchase towards Baby Formula," Journal of Economics and Behavioral Studies, AMH International, vol. 5(8), pages 511-521.
    18. 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), pages 1-16.
    19. Larson, Ronald B., 1997. "Key Developments In The Food Distribution System," Working Papers 14350, University of Minnesota, The Food Industry Center.
    20. Kuhar, Ales & Juvancic, L., 2012. "Determinants of purchasing behaviour for organic and integrated fruits and vegetables in Slovenia," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 11(2), pages 1-14.

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    Keywords

    Consumer/Household Economics;

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