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Consumer preferences for food safety attributes: A market segment approach

Author

Listed:
  • Gregory A. Baker

    (Institute of Agribusiness and Department of Marketing, Santa Clara University, California)

  • Peter J. Crosbie

    (Institute of Agribusiness and Department of Marketing, Santa Clara University, California)

Abstract

Market segments for fresh produce are developed based on consumer preferences for food safety and other product attributes. Conjoint analysis was used to determine consumer preferences and cluster analysis was used to identify the market segments. The results indicate that a majority of consumers would be willing to pay a modest price premium for a program that would certify and label produce as complying with established food safety regulations. A small market segment for produce grown with limited pesticide usage was also identified. ©1994 by John Wiley & Sons, Inc.

Suggested Citation

  • Gregory A. Baker & Peter J. Crosbie, 1994. "Consumer preferences for food safety attributes: A market segment approach," Agribusiness, John Wiley & Sons, Ltd., vol. 10(4), pages 319-324.
    • Handle: RePEc:wly:agribz:v:10:y:1994:i:4:p:319-324
    DOI: 10.1002/1520-6297(199407/08)10:4<319::AID-AGR2720100405>3.0.CO;2-J
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    References listed on IDEAS

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    1. Ravenswaay, Eileen O. van & Hoehn, John P., 1991. "Contingent Valuation and Food Safety: The Case of Pesticide Residues in Food," Staff Paper Series 201042, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    2. Misra, Sukant K. & Huang, Chung L. & Ott, Stephen L., 1991. "Consumer Willingness To Pay For Pesticide-Free Fresh Produce," Western Journal of Agricultural Economics, Western Agricultural Economics Association, vol. 16(2), pages 1-10, December.
    3. Anya M. McGuirk & Warren P. Preston & Amy McCormick, 1990. "Toward the development of marketing strategies for food safety attributes," Agribusiness, John Wiley & Sons, Ltd., vol. 6(4), pages 297-308.
    4. Stephen L. Ott, 1990. "Supermarket shoppers' pesticide concerns and willingness to purchase certified pesticide residue-free fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 6(6), pages 593-602.
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    Citations

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    Cited by:

    1. Jau-Rong Li & Dawn D. Thilmany, 1998. "Branded pork consumption in Taiwan: Analysis of market and product choice," Agribusiness, John Wiley & Sons, Ltd., vol. 14(2), pages 127-138.
    2. Baker, Gregory A., 1998. "Strategic Implications Of Consumer Food Safety Preferences," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 1(4), pages 1-13.
    3. Benjamin L. Campbell & Saneliso Mhlanga & Isabelle Lesschaeve, 2016. "Market Dynamics Associated with Canadian Ethnic Vegetable Production," Agribusiness, John Wiley & Sons, Ltd., vol. 32(1), pages 64-78, January.
    4. Giovanni Anania & Rosanna Nisticò, 2004. "Public Regulation as a Substitute for Trust in Quality Food Markets: What if the Trust Substitute cannot be Fully Trusted?," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 160(4), pages 681-701, December.
    5. Landry, Craig & Remar, Daniel & Twinkle, Roy, 2022. "Economic Value of Restaurant Safety Measures and Propensity to Dine during the COVID-19 Pandemic," 2022 Annual Meeting, July 31-August 2, Anaheim, California 322234, Agricultural and Applied Economics Association.
    6. Campbell, Benjamin L. & Mhlanga, Saneliso & Lesschaeve, Isabelle, 2013. "Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 42(3), pages 1-24, December.
    7. Baker, Gregory A. & Burnham, Thomas A., 2001. "The Market For Genetically Modified Foods: Consumer Characteristics And Policy Implications," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 4(4), pages 1-10.
    8. Grannis, Jennifer L. & Hooker, Neal H. & Thilmany, Dawn D., 2000. "Consumer Preference For Specific Attributes In Natural Beef Products," 2000 Annual Meeting, June 29-July 1, 2000, Vancouver, British Columbia 36406, Western Agricultural Economics Association.
    9. Jennifer Grannis & Dawn D. Thilmany, 2002. "Marketing natural pork: An empirical analysis of consumers in the mountain region," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 475-489.

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