Agriculture Reference
In-Depth Information
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organic methods. They also expressed the common stereotypes of organic
shoppers as hippies and health nuts. From the telephone survey, however,
we learn that over 40 percent had eaten some organic food within the past
year. More women and more educated people tended to consume organic
food. People in all income levels ate organic food, with wealthier people able
to purchase it more often. Organic consumers were concerned about price,
but balanced this against a range of other factors, such as health, natural
ingredients, animal welfare, environmental protection, fitness, and political
values. These consumers were more likely to perceive problems in industrial
agricultural methods, especially biotechnology.
U .S. Regional Variations
[73], (4)
Due to the geographical complexities of attempting to study organic shop-
pers at the national level, organic consumer trends have mostly been studied
at the regional level in our country. Beginning in the early 1990s, survey
research focused on trying to identify the various groups of organic con-
sumers. In upstate New York, 350 shoppers were contacted at a food co-
operative and surveyed with written questionnaires (Goldman and Clancy
1991). This group was predominantly female (62 percent), averaged thirty-
five years of age, had some college education (93 percent), had incomes
under $20,000 (51 percent), were vegetarian (34 percent), and purchased
most of their groceries at the co-op (49 percent). Over 40 percent of the
shoppers almost always purchased organic produce and were minimally
concerned about insects and surface blemishes. They were more concerned
about pesticide residues, and they were less price sensitive than other shop-
pers. One-third said they were somewhat or very likely to pay up to 100
percent more for organic produce. Despite their relatively low incomes,
many purchased organic products because price was less important than
nutritional value.
Likewise, mail surveys of 389 members of a Georgia consumer panel for
food research found that 61 percent preferred organically grown produce
(Misra et al. 1991). Variables such as age, race, education, and household
income were not clear predictors of preference. Factors such as freshness,
appearance, and nutritional value influenced their produce purchases. Con-
sumers with concern for pesticide residues, preservatives, and nutritional
value were more likely to tolerate some blemishes on the organically grown
produce. Consumers were willing to pay 10 percent more for organic pro-
duce (66 percent said yes), but not so willing to pay more than that, with 22
percent saying they would pay no price premium.
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[73], (4)
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