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Effects of Values and Personality on Demand for Organic Produce

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  • Carola Grebitus
  • Jerome Dumortier

Abstract

ABSTRACT Personality and human values have shown effects on consumer preferences and willingness to pay. This paper analyzes simultaneously the impact of human values and personality on the demand for organic tomatoes applying open‐ended choice experiments. Results show that consumers make a distinction between conventional and organic tomatoes, such that human values have a differential impact with regard to predicting demand for products associated with organic labels. Consumers with strong individualistic domains of hedonism and stimulation are more likely to have a higher demand for organic, the same holds for consumers with the strong collectivist domain conformity, and those values that regard both (security and universalism). Also, consumers distinguish between conventional and organic tomatoes, such that personality has a differential impact with regard to predicting demand for organic products. The more agreeable the consumer, the higher the demand for organic tomatoes. In addition, results indicate that when modeled simultaneously, values are more stable in affecting demand compared to effects resulting from personality. Overall, results indicate that human values and personality are able to explain a portion of the variability of demand.

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  • Carola Grebitus & Jerome Dumortier, 2016. "Effects of Values and Personality on Demand for Organic Produce," Agribusiness, John Wiley & Sons, Ltd., vol. 32(2), pages 189-202, April.
    • Handle: RePEc:wly:agribz:v:32:y:2016:i:2:p:189-202
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    File URL: http://hdl.handle.net/10.1002/agr.21445
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    2. R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.
    3. Yang Yang & Jill E. Hobbs, 2020. "Food values and heterogeneous consumer responses to nanotechnology," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(3), pages 289-313, September.
    4. 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.
    5. Govindasamy, Ramu & Gao, Qun & Heckman, Joseph & Vellangany,Isaac & VanVranken, Richard, 2020. "Characteristics of Consumers Who Are Willing to Buy Certified Organic Produce: An Econometric Analysis," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 8(3), July.
    6. Yangyang Li & Stolz Hanna & Ning Jiang & Xiangping Jia & Fang Gao, 2024. "Efficiency of Sustainability Cues in Consumer Choices of Seafood—Consumer Segments and Willingness to Pay in Southern China," Sustainability, MDPI, vol. 16(20), pages 1-17, October.
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    8. Lehberger, Mira & Gruener, Sven, 2023. "(Why) Do farmers’ Big Five personality traits matter? – A systematic literature review," OSF Preprints jbx4p, Center for Open Science.

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