Purchase Drivers of Canadian Consumers of Local and Organic Produce

B. L. Campbell^1*, I. Lesschaeve¹, A. J. Bowen¹, S. R. Onufrey² and H. Moskowitz³

Abstract
In recent years, the new trend for local and organic produce has transformed the landscape of fruit and vegetable purchasing. To this effect, "local" and "organic" logos have become the norm in many retail outlets.

To examine the effects of different "local" and "organic" logos on Canadian consumers, a consumer survey was used to identify preferences for various external attributes and to identify consumer segments within the buyers of both local and organic purchasers.

Our results indicate that the "Foodland Ontario" logo has the largest effect on likelihood of purchase and also increases willingness to pay within the overall sample. Furthermore, there are gender, region, and income differences associated with the likelihood of purchase and willingness to pay given various logos.

Through this study, three consumer segments were identified, "Confident in Produce Produced in Ontario," "In Organic We Trust," and "Socially Responsible Locavores," each of which has their own preferences for external characteristics.

See an OACC news article about this study...


Source
HortScience (2010) 45: 1480-1488


Author Locations and Affiliations
(1) Vineland Research and Innovation Centre, 4890 Victoria Avenue North, P.O Box 4000, Vineland Station, Ontario, Canada L0R 2E0
(2) Onufrey Group, LLC, 534 Spencer Lane, Warminster, PA 18974
(3) Moskowitz Jacobs Inc., 1025 Westchester Avenue, White Plains, NY 10604
* Corresponding author, E-mail  ben.campbell@vinelandresearch.com


en français

Posted October 2010