Agriculture Reference
In-Depth Information
organic food turnover is realised through direct selling, the remaining share goes to
different formats of retail.
An interesting conclusion regarding the attitudes and perception of organic and integrated
fruit and vegetable among Slovenian consumers is that they do not associate these
categories with environmental dimension. The most frequent association in this respect is
health (“organic or integrated is healthy”) and free from harmful substances, whereas less
than two percent of respondents relate to positive impacts on environment. Implication
from this finding is that much wider promotional and educational activities regarding
organic and integrated fruit and vegetable is needed in Slovenia. Especially awareness for
integrated production is very low (only 38% of respondents relate this term with food)
despite the fact that the actual production of such fruit in Slovenia is considerable high
especially for staple fruit such as apples and pears.
When the factors that might affect frequency of organic and integrated fruit and vegetable
consumption in Slovenia were evaluated we firstly found that almost one third of
responded reported they buy this category of produce at least once a week. However,
roughly the same share of respondents (28%) falls within the group of non-buyers. Surely,
using the self reporting method for purchase frequency of a sub-group of product that is not
clearly defined (or homogeneously perceived) might lead to over evaluation. However, very
low share of incorrect associations (e.g. low calories) and high frequency of non-specific
association (healthy and free of harmful ingredients) might indicate that consumers attribute
“organic or integrated” category uncritically. They “believe” they purchase this category of
fruit or vegetable if the produce fulfils some general stereotypes e.g. produced within
extensive orchard. This conclusion again supports already identified need for more effective
promotion and consumer education.
The ordinal probit model was constructed using purchase frequency for organic and
integrated fruit and vegetables as dependent variable and 11 selected qualitative
determinants as independent variables. Results of the model are statistically significant
whereas the goodness-of-fit indicator (LRI) is rather low. However; at this stage of the
research even with low explanatory capabilities for variance, the model gives valuable
insight into the organic and integrated fruit and vegetable purchasing behaviour of
Slovenian population.
The most significant impact on purchase frequency has availability of organic and
integrated fruit and vegetables in the shop where respondents make majority of their
shopping. Clearly, the importance of product availability favours effective distribution
activities. As it can be observed on the Slovenian market, the emerging trends of direct
purchase (e.g. farmers' market, on farm buying, box schemes) and attempts of the retail
chains to explicitly communicate their local fruit and vegetables sourcing (ethnocentrism,
and/or low food miles) confirm this conclusion.
Model confirms important inverse implication of disposable household income on purchase
frequency, where beside the affordability effect (these category of produce is more
expensive) also education and awareness might influence the result. The two basic criteria of
quality - taste and visual attractiveness have both significant effects on the frequency of
purchase. If consumers perceive organic and integrated fruit and vegetables as superior in
terms of taste and visual appeal, probability of a more frequent purchase is higher (it has
however to be noted that quasi elasticity for both determinants is low). Nevertheless,
descriptive results of the survey suggest that consumers claim they are often prepared to
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