scholarly journals Is Organic Certification Important to Farmers’ Market Shoppers or Is Eco-friendly Enough?

HortScience ◽  
2020 ◽  
Vol 55 (11) ◽  
pp. 1822-1831
Author(s):  
Kynda R. Curtis ◽  
Tatiana Drugova ◽  
Trevor Knudsen ◽  
Jennifer Reeve ◽  
Ruby Ward
Keyword(s):  
Willingness To Pay ◽  
Prunus Persica ◽  
Consumer Preferences ◽  
Farmers Markets ◽  
Logit Models ◽  
Farmers Market ◽  
Organic Certification ◽  
Cost Of Production

This study examines consumer preferences and willingness to pay (WTP) for organic and eco-friendly peaches, Prunus persica L., over conventional peaches in Utah. Data were collected at farmers’ markets across Utah, including actual peach purchases coupled with an in-person survey and analyzed using logit models. The results show that farmers’ market shoppers are willing to pay a premium for organic and eco-friendly peaches of $2.10 and $1.41 per pound, respectively. The importance of selected sustainability attributes positively impacted shopper preferences for eco-friendly peaches, while attitudes and lifestyle were associated with stronger shopper preferences for organic peaches. The distinct differences between shoppers who prefer organic and those who prefer eco-friendly, as well as the disparity in premiums, imply that growers should strongly consider their markets and cost of production differences when choosing organic certification over other less expensive differentiation schemes.

scholarly journals Consumer behaviour towards organic food in porto alegre: an application of the theory of planned behaviour

2013 ◽  
Vol 51 (1) ◽  
pp. 69-90 ◽  
Author(s):  
Alexia Hoppe ◽  
Luciana Marques Vieira ◽  
Marcia Dutra de Barcellos
Keyword(s):  
Positive Attitude ◽  
Theory Of Planned Behaviour ◽  
Organic Food ◽  
Farmers Markets ◽  
Porto Alegre ◽  
Planned Behaviour ◽  
Farmers Market ◽  
Organic Certification ◽  
High Penetration

The aim of this study was to investigate consumers' decision-making process, attitudes and values towards organic food throughout the employment of the Theory of Planned Behaviour, adapting the methodology from a European project. 450 consumers were interviewed at supermarkets and farmers' markets in Porto Alegre, Brazil. Results indicate a high penetration level and very positive attitude towards organic products. Organics are believed to be healthier, tastier, more natural and environmental friendly, although being less attractive and more expensive than conventional food. Respondents from the farmers' market represent a specific segment whose values are more oriented toward society. The findings showed an alignment between positive attitude and consumption behaviour among the surveyed consumers. The study finally contributes to the stakeholders in general, since the knowledge of the attributes more valued by consumers can help retailers to play the role of coordinators of this supply chain, stimulating producers to adhere to organic certification, helping them to upgrade their production practices and improve their income. Consumers are also benefiting from this offer in the market.

scholarly journals Self-reported Willingness to Pay for Texas Persimmon Fruit as a Food Source

2014 ◽  
Vol 24 (5) ◽  
pp. 580-589
Author(s):  
Benjamin J. Glover ◽  
Tina M. Waliczek ◽  
Jean-Marc Gandonou
Keyword(s):  
Willingness To Pay ◽  
Geographic Area ◽  
Restaurant Industry ◽  
Farmers Markets ◽  
Local Foods ◽  
Farmers Market ◽  
San Marcos ◽  
Central Texas ◽  
Survey Responses ◽  
Qualitative Responses

The purpose of this study was to test the consumer-stated willingness to pay (WTP) of a native Texas plant fruit product, texas persimmon (Diospyros texana), for the restaurant industry, as well as for the consumer market. Farmers’ markets and restaurants specializing in either local foods, organic foods, or both were the focus of the market samples. Responses were gathered from five cities located in the geographic area of central Texas where the fruit is native including: San Marcos, Austin, New Braunfels, Wimberley, and Bastrop. About 400 quantitative survey responses were collected from farmers’ markets consumers during market days. Seven interviews collecting qualitative responses from restaurateurs provided more in-depth data on the value of the product to specialty restaurants. Restaurateurs responded positively to the texas persimmon and stated they would be willing to pay between $3.59 and $3.69/lb of texas persimmon. Results indicated the prime audience for the texas persimmon to be those who attend farmers’ markets in the age group of 25–34 years who value locally produced foods and are concerned about the environment. Farmers’ market consumers were willing to pay prices similar to specialty fruit prices.

Drinking biodiversity: a choice experiment on Franciacorta sparkling wines

2020 ◽  
Vol 122 (8) ◽  
pp. 2531-2549 ◽  
Author(s):  
Giordano Ruggeri ◽  
Chiara Mazzocchi ◽  
Stefano Corsi
Keyword(s):  
Willingness To Pay ◽  
Choice Experiment ◽  
Consumer Preferences ◽  
Mixed Logit ◽  
Agricultural Practices ◽  
Environment Friendly ◽  
Specific Product ◽  
Content Type ◽  
Organic Certification ◽  
Consumption Frequency

PurposeConsumers' concerns about the environmental impacts of food production have been increasing over the last years, and several certification systems for environment-friendly food products have been created. This research investigates wine consumers' preferences for a certification that guarantees the use of agricultural practices that better protect the biodiversity in the vineyard during the production of grapes.Design/methodology/approachUsing a choice experiment, we investigate consumer preferences and willingness to pay for biodiversity-friendly wines on a sample of 334 wine consumers. The experiment was carried out by direct interviews at a wine-tasting event in an Italian winery located in the Franciacorta area, in northern Italy. A between-subject design and two different questionnaires were used, one presenting the Brut bottle and one the Satén bottle.FindingsEstimates from a mixed logit model reveal that consumers are generally willing to pay a higher price for biodiversity-friendly wines, but they have stronger preferences for organic certification and quality indications. When consumers perceive a specific product as having high quality, i.e. Satèn, they might be less willing to pay for further environment-friendly certifications. Moreover, preferences depend on sociodemographic and attitudinal variables such as gender, wine consumption frequency, wine education and knowledge degree of the labels.Originality/valueThis paper broadens the knowledge about consumer preferences and willingness to pay for biodiversity-friendly wines, focusing on a specific market segment of Italian sparkling wines.

Best Practices for Shoppers at the Farmers’ Market

EDIS ◽  
2017 ◽  
Vol 2017 (6) ◽  
Author(s):  
Maria J. Rometo ◽  
Jamie Sapijaszko ◽  
Soohyoun Ahn
Keyword(s):  
Food Safety ◽  
Best Practices ◽  
Farmers Markets ◽  
Farmers Market ◽  
Business Regulations

This factsheet is one in a “Florida Farmers’ Markets” series that is designed to provide information to managers, vendors and shoppers of Florida farmers’ markets on topics highly relevant to starting and running a food business: regulations, best practices, and marketing. We provide shopping tips and food safety recommentations for FL farmers market shoppers in this factsheet.

scholarly journals Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

2021 ◽  
pp. 000276422110133
Author(s):  
Dorceta E. Taylor ◽  
Alliyah Lusuegro ◽  
Victoria Loong ◽  
Alexis Cambridge ◽  
Claire Nichols ◽  
...  
Keyword(s):  
Food Insecurity ◽  
Low Income ◽  
Food Assistance ◽  
People Of Color ◽  
Farmers Markets ◽  
Farmers Market ◽  
Assistance Programs ◽  
Nutrition Assistance ◽  
Nutrition Assistance Programs ◽  
Number Of Customers

In recent decades, the number of farmer’s markets has increased dramatically across the country. Though farmers markets have been described as White spaces, they can play important roles in reducing food insecurity. This is particularly true in Michigan where farmer’s markets were crucial collaborators in pioneering programs such as Double-Up Food Bucks that help low-income residents and people of color gain access to fresh, healthy, locally grown food. This article examines the questions: (1) What are the demographic characteristics of the farmers market managers, vendors, and customers and how do these influence market activities? (2) To what extent do farmers markets participate in programs aimed at reducing food insecurity? (3) To what extent do farmers markets serve low-income residents and people of color? and (4) How has the Coronavirus Pandemic (COVID-19) affected the operations of farmers markets. This article discusses the findings of a 2020 study that examined the extent to which Michigan’s farmer’s markets served low-income customers and people of color and participated in food assistance programs. The study examined 79 farmers markets and found that 87.3% of the farmer’s market managers are White. On average, roughly 79% of the vendors of the markets are White and almost 18% are people of color. Most of the vendors in the markets participate in nutrition assistance programs. Market managers estimate that about 76% of their customers are White and about 23% are people of color. Farmers markets operated by people of color attract higher numbers of customers and vendors of color than those operated White market managers. Almost half of the farmer’s markets started operations later than usual in 2020 because of the pandemic. More than a third of the markets reported that their funding declined during the pandemic. Moreover, the number of vendors declined at two thirds of the markets and the number of customers dipped at more than 40% of the markets. On the other hand, the number of people requesting food assistance during the pandemic increased in more than half of the markets.

scholarly journals “My coupons are like gold”: experiences and perceived outcomes of low-income adults participating in the British Columbia Farmers’ Market Nutrition Coupon Program

2021 ◽  
pp. 1-30
Author(s):  
Stéphanie Caron-Roy ◽  
Sayeeda Amber Sayed ◽  
Katrina Milaney ◽  
Bonnie Lashewicz ◽  
Sharlette Dunn ◽  
...  
Keyword(s):  
British Columbia ◽  
Rural Communities ◽  
Low Income ◽  
Well Being ◽  
Qualitative Description ◽  
Farmers Markets ◽  
Social Connections ◽  
Structured Interviews ◽  
Program Outcomes ◽  
Farmers Market

ABSTRACT Objective: The British Columbia Farmers’ Market Nutrition Coupon Program (FMNCP) provides low-income households with coupons valued at $21/week for 16 weeks to purchase healthy foods in farmers’ markets. Our objective was to explore FMNCP participants’ experiences of accessing nutritious foods, and perceived program outcomes. Design: This study used qualitative description methodology. Semi-structured interviews were conducted with FMNCP participants during the 2019 farmers’ market season. Directed content analysis was used to analyse the data whereby the five domains of Freedman et al’s framework of nutritious food access provided the basis for an initial coding scheme. Data that did not fit within the framework’s domains were coded inductively. Setting: One urban and two rural communities in British Columbia, Canada. Participants: 28 adults who were participating in the FMNCP. Results: Three themes emerged: Autonomy and Dignity; Social Connections and Community Building; and Environmental and Programmatic Constraints. Firstly, the program promoted a sense of autonomy and dignity through financial support, increased access to high-quality produce, food-related education and skill development, and mitigating stigma and shame. Secondly, shopping in farmers’ markets increased social connections and fostered a sense of community. Finally, participants experienced limited food variety in rural farmers’ markets, lack of transportation, and challenges with redeeming coupons. Conclusions: Participation in the FMNCP facilitated access to nutritious foods and enhanced participants’ diet quality, well-being and health. Strategies such as increasing the amount and duration of subsidies, and expanding programs may help improve participants’ experiences and outcomes of farmers’ market food subsidy programs.

scholarly journals Consumer Preferences and Willingness to Pay for Potting Mix with Biochar

Energies ◽  
2021 ◽  
Vol 14 (12) ◽  
pp. 3432
Author(s):  
McKenzie Thomas ◽  
Kimberly L. Jensen ◽  
Dayton M. Lambert ◽  
Burton C. English ◽  
Christopher D. Clark ◽  
...  
Keyword(s):  
Willingness To Pay ◽  
Online Survey ◽  
Product Information ◽  
Consumer Preferences ◽  
Market Potential ◽  
Marginal Costs ◽  
Consumer Demographics ◽  
Market Shares ◽  
Potential Market ◽  
Dedicated Energy Crops

Biochar is a co-product of advanced biofuels production from feedstocks including food, agricultural, wood wastes, or dedicated energy crops. Markets for soil amendments using biochar are emerging, but little is known about consumer preferences and willingness to pay (WTP) for these products or the depth of the products’ market potential for this product. This research provides WTP estimates for potting mix amended with 25% biochar, conditioned on consumer demographics and attitudes about product information labeling. Data were collected with an online survey of 577 Tennessee home gardeners. WTP was elicited through a referendum contingent valuation. Consumer WTP for an 8.81 L bag of 25% biochar potting mix is $8.52; a premium of $3.53 over conventional potting mix. Demographics and attitudes toward biofuels and the environment influence WTP. Biochar amounts demanded are projected for the study area’s potential market. Optimal prices, profits, and market shares are estimated across different marginal costs of producing biochar potting mix.

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