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Reconciling Attitudes And Behavior In Organic Food Retailing

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  • Lohr, Luanne
  • Semali, Adelin

Abstract

For organic food to reach the average consumer will require greater penetration into conventional supermarkets. Product placement can be expanded into more stores by altering attitudes that lower the probability of selling organic foods. This study identified significant factors in the retail decision to sell organic foods and quantifies the effects of retailer attitudes on behavior. We used a probit model to quantify the effect of customer demographics, store characteristics, manager characteristics, and profitability of organic retailing on the decision to sell organic foods. The model was based on interview data collected in Atlanta, Georgia from 66 retailers who sell organic foods and 21 who do not. Our research indicates that organic education programs can be a cost- effective way to expand market penetration without requiring changes in price or cost premiums. If properly composed and targeted, such programs can alter underlying attitudes and increase the probability of selling organic foods.

Suggested Citation

  • Lohr, Luanne & Semali, Adelin, 2000. "Reconciling Attitudes And Behavior In Organic Food Retailing," Faculty Series 16673, University of Georgia, Department of Agricultural and Applied Economics.
    • Handle: RePEc:ags:ugeofs:16673
    DOI: 10.22004/ag.econ.16673
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    References listed on IDEAS

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    1. Cragg, Michael & Kahn, Matthew, 1997. "New Estimates of Climate Demand: Evidence from Location Choice," Journal of Urban Economics, Elsevier, vol. 42(2), pages 261-284, September.
    2. 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.
    3. 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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    Cited by:

    1. Greene, Catherine R., 2001. "U.S. Organic Farming Emerges in the 1990s: Adoption of Certified Systems," Agricultural Information Bulletins 33777, United States Department of Agriculture, Economic Research Service.

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    Keywords

    Agribusiness; Marketing;

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