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Organic Food Demand: A Focus Group Study Involving Caucasian and African-American Shoppers

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  • Lydia Zepeda
  • Hui-Shung Chang
  • Catherine Leviten-Reid

Abstract

A focus group study using four groups of food shoppers provides insights into consumers’ knowledge, beliefs, and behaviors regarding organic foods. Two focus groups consisted of shoppers who regularly bought organic foods and two focus groups of shoppers who predominantly purchased conventional foods. Participants in one of the conventional groups were all Caucasian; in the other they were all African-American. While familiarity with organic foods was much lower in the African-American group, its members were more receptive and positive towards organic foods. Likewise, the African-American shoppers were more accepting of price premiums for organics foods. In comparing the two organic shopper groups with the two conventional shopper groups, it was found that the former were generally more knowledgeable about organic foods. They were also more likely to follow a special diet than conventional Caucasian shoppers. However, the behavior of organic shoppers varied widely. The research supports examining social justice and access as motivations for changing policies to support organic agriculture. Copyright Springer 2006

Suggested Citation

  • 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.
    • Handle: RePEc:spr:agrhuv:v:23:y:2006:i:3:p:385-394
    DOI: 10.1007/s10460-006-9001-9
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    References listed on IDEAS

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    1. Julia Knaggs & J. Ross Pruitt & Lindsay Anderson & Marco Palma, 2022. "Influence of social status, physical activity, and socio-demographics on willingness to pay for a basket of organic foods," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-14, December.
    2. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    3. Yuting Liu & Abdoul G. Sam, 2022. "The organic premium of baby food based on market segments," Agribusiness, John Wiley & Sons, Ltd., vol. 38(3), pages 533-556, July.
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    5. Anca Monica Brata & Aurelia Ioana Chereji & Vlad Dumitru Brata & Anamaria Aurelia Morna & Olivia Paula Tirpe & Anca Popa & Felix H. Arion & Loredana Ioana Banszki & Ioan Chereji & Dorin Popa & Iulia C, 2022. "Consumers’ Perception towards Organic Products before and after the COVID-19 Pandemic: A Case Study in Bihor County, Romania," IJERPH, MDPI, vol. 19(19), pages 1-14, October.
    6. Katharina Hauck & Gergely Szolnoki, 2020. "German Consumers’ Perceptions of Organic Wine—A Qualitative Approach," Sustainability, MDPI, vol. 12(18), pages 1-16, September.
    7. Francisco José Torres-Ruiz & Manuela Vega-Zamora & Manuel Parras-Rosa, 2018. "False Barriers in the Purchase of Organic Foods. The Case of Extra Virgin Olive Oil in Spain," Sustainability, MDPI, vol. 10(2), pages 1-14, February.
    8. Christoph Kiefer & Gergely Szolnoki, 2023. "Consumer Acceptance of Fungus-Resistant Grape Varieties—An Exploratory Study Using Sensory Evaluation Tests among Consumers in Germany," Sustainability, MDPI, vol. 15(13), pages 1-16, July.
    9. Xanat Vargas Meza & Han Woo Park, 2016. "Organic Products in Mexico and South Korea on Twitter," Journal of Business Ethics, Springer, vol. 135(3), pages 587-603, May.
    10. Chang, Yunhee & Adams, Rachel & Carithers, Teresa C. & Ruetzler, Tanya, 2014. "Do Grocery Store Personnel's Perceptions, Attitudes, and Knowledge Determine Availability of Organic Food Products?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-25, July.
    11. Martina Zámková & Stanislav Rojík & Martin Prokop & Simona Činčalová & Radek Stolín, 2024. "National Labelling System of Organic Agriculture and Food Products—How Familiar Are Czech Consumers with the National Organic Agri-Food Brand?," Agriculture, MDPI, vol. 14(1), pages 1-14, January.
    12. Aikaterini D. Kosta & Konstantinos P. Tsagarakis, 2019. "Introducing the Concept of Organic Products to the Primary School Curriculum," Sustainability, MDPI, vol. 11(13), pages 1-12, June.
    13. 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.
    14. Tatiana Drugova & Kynda R. Curtis & Sherzod B. Akhundjanov, 2020. "Are multiple labels on food products beneficial or simply ignored?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(4), pages 411-427, December.

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