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Opinions of professional buyers toward organic produce: A case study of mid-Atlantic market for fresh tomatoes

Author

Listed:
  • Biing-Hwan Lin

    (Food and Consumer Economics Division, ERS, USDA, 1310 New York Avenue, NW, Washington, DC 20005-4788)

  • Steven Payson

    (Food and Consumer Economics Division, ERS, USDA, 1310 New York Avenue, NW, Washington, DC 20005-4788)

  • Jane Wertz

    (Food and Consumer Economics Division, ERS, USDA, 1310 New York Avenue, NW, Washington, DC 20005-4788)

Abstract

A survey of professional tomato buyers indicated that handlers and nonhandlers of organic tomatoes had common perceptions of the organic market and its limitations. Both groups identified the following factors as constraining the organic market: low demands by consumers and retailers, uncertainties about organic labeling, short supplies of organics, and the discard rate of organics. However, handlers and nonhandlers differed in their opinions about quality consistency and appearance. As the buyers' preferences for organic tomatoes increased, the importance of shelf life, discard rate, quality consistency, and appearance in constraining the organic market lessened. The survey also showed that nonhandlers would pay substantially less for organic tomatoes than for conventional tomatoes, even when all other attributes were the same. © 1996 John Wiley & Sons, Inc.

Suggested Citation

  • Biing-Hwan Lin & Steven Payson & Jane Wertz, 1996. "Opinions of professional buyers toward organic produce: A case study of mid-Atlantic market for fresh tomatoes," Agribusiness, John Wiley & Sons, Ltd., vol. 12(1), pages 89-97.
    • Handle: RePEc:wly:agribz:v:12:y:1996:i:1:p:89-97
    DOI: 10.1002/(SICI)1520-6297(199601/02)12:1<89::AID-AGR8>3.0.CO;2-L
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    References listed on IDEAS

    as
    1. Lane, Sylvia & Bruhn, Christine M., 1992. "Organic Foods: Their Demand Will Remain Low," Choices: The Magazine of Food, Farm, and Resource Issues, Agricultural and Applied Economics Association, vol. 7(1), pages 1-1.
    2. 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.
    3. Robert D. Weaver & David J. Evans & A. E. Luloff, 1992. "Pesticide use in tomato production: Consumer concerns and willingness-to-pay," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 131-142.
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    5. 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.
    6. Jennifer Morgan & Bruce Barbour, 1991. "Marketing organic produce in New Jersey: Obstacles and opportunities," Agribusiness, John Wiley & Sons, Ltd., vol. 7(2), pages 143-163.
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    4. Sánchez, M. & Gil, José M., 1998. "Comparación de tres métodos de estimación del análisis conjunto: diferencias en las preferencias en el consumo de vino y en la segmentación del mercado," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 10, pages 131-146, Diciembre.
    5. Harrison, R. Wes & Gillespie, Jeffrey M. & Fields, Deacue, 2005. "Analysis of Cardinal and Ordinal Assumptions in Conjoint Analysis," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 34(2), pages 1-15, October.
    6. Harrison, R. Wes & Gillespie, Jeffrey M. & Fields, Deacue, 2001. "Theoretical And Empirical Considerations Of Eliciting Preferences And Model Estimation In Conjoint Analysis," 2001 Annual meeting, August 5-8, Chicago, IL 20680, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. 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.
    8. Gil, Jose Maria & Gracia, Azucena & Sanchez Garcia, Mercedes, 2000. "Market Segmentation And Willingness To Pay For Organic Products In Spain," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 3(2), pages 1-20.
    9. Alvarez-Farizo, Begona & Hanley, Nick, 2002. "Using conjoint analysis to quantify public preferences over the environmental impacts of wind farms. An example from Spain," Energy Policy, Elsevier, vol. 30(2), pages 107-116, January.
    10. Lohr, Luanne & Semali, Adelin, 2000. "Reconciling Attitudes And Behavior In Organic Food Retailing," 2000 Annual meeting, July 30-August 2, Tampa, FL 21855, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Jeffrey Gillespie & Gary Taylor & Alvin Schupp & Ferdinand Wirth, 1998. "Opinions of professional buyers toward a new, alternative red meat: Ostrich," Agribusiness, John Wiley & Sons, Ltd., vol. 14(3), pages 247-256.
    12. Conley, Dennis M. & Wade, Mark A., 2007. "Consumer Responses to Food Safety Information from Print Media," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(3), pages 1-22.

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