scholarly journals The Most Preferred Food Labels Among Online Shoppers

2018 ◽  
Vol 10 (10) ◽  
pp. 76
Author(s):  
Jean D. Gumirakiza ◽  
Sarah M. VanZee
Keyword(s):  
Logistic Model ◽  
Fresh Produce ◽  
Food Products ◽  
Multinomial Logit Model ◽  
Food Labels ◽  
Relative Probability ◽  
Online Shoppers ◽  
Organically Grown ◽  
Binary Logistic Model ◽  
Locally Grown

This study explains the most preferred food labels among online shoppers when purchasing food products. The study uses data from an online-based survey conducted in 2016. Participants are 1,205 online shoppers residing within the South region of the U.S. Using a binary logistic model, we found that the likelihood for online shoppers to consider food labels (other than prices) into their purchasing decision-making is 86 percent. Using a multinomial logit model, we found that the relative probability for “locally grown” labels to be the most important is 46 percent, 7 percent for “organically grown”, 24 percent for both local and organic, and 23 percent for other kinds of labels. The most common other important labels among this last group include nutrition contents, and country of origin. This study is significant to fresh produce growers and agricultural marketers because it provides an explanation of food labels those online shoppers consider to be the most important when shopping for fresh produce. It is significant to food products regulators who are interested in enforcing regulations related to food labels. Future researchers will find this analysis useful when furthering knowledge about this increasingly popular market venue.

scholarly journals Most Preferred Market Venues for Locally Grown Fresh Produce among Online Shoppers

2017 ◽  
Vol 9 (10) ◽  
pp. 26 ◽  
Author(s):  
Jean D. Gumirakiza ◽  
Sarah M. VanZee
Keyword(s):  
Fresh Produce ◽  
Marketing Strategies ◽  
Farmers Markets ◽  
Grocery Stores ◽  
Relative Probability ◽  
Future Studies ◽  
Online Purchases ◽  
Online Shoppers ◽  
Locally Grown ◽  
On Farm

This paper examines the most preferred market venues online shoppers use when purchasing locally/regionally grown fresh produce. We surveyed 1,205 consumers who made online purchases at least twice within six months prior to participating in this study. We call these consumers “online shoppers”. The study was conducted in the Southern region of the U.S. We collected data using Qualtrics actively managed market research panels and social media such as Facebook, and Twitter. Results indicate that grocery stores are the most preferred market venue online shoppers use to purchase locally/regionally grown fresh produce with a relative probability of 44 percent. Farmers’ markets are the second most preferred market venues with a likelihood of 33 percent. The third market venue is on-farm/CSA programs with relative probability of seven percent. Online markets are currently the fourth most frequented with a likelihood of five percent. 11 percent have no particular most preferred market venue. This analysis is significant to fresh produce growers and marketers. Results suggest new marketing strategies to conveniently make fresh produce accessible among online shoppers. Furthermore, this study is useful for future studies with interests in explaining the preferred market venues for local/regional fresh produce among online shoppers.

scholarly journals The Willingness to Pay for Local, Domestic, and Imported Bundled Fresh Produce by Online Shoppers

2018 ◽  
Vol 10 (12) ◽  
pp. 15
Author(s):  
Jean D. Gumirakiza ◽  
Taylor Choate
Keyword(s):  
United States ◽  
Willingness To Pay ◽  
Online Shopping ◽  
Positive Impact ◽  
Fresh Produce ◽  
The United States ◽  
Online Shoppers ◽  
Interest Level ◽  
Different Origins ◽  
Locally Grown

This study applies a Censored Normal Tobit Model on the 2016 survey data from 1,205 online shoppers in the South region of the United States to explain their Willingness To Pay (WTP) for a bundle of fresh produce from different origins. This study indicates that online shoppers are willing to pay $6.91, $6.38, and $5.22 for four pounds of bundled fresh produce that are locally, domestically grown, and imported respectively. We found that income category, interests in online shopping, interest level for local, interest level for organic, and monthly spending on fresh produce have a significant positive impact on the WTP for locally grown fresh produce. Results indicate that being married, high income, interests in online shopping, interests in local produce, interests in organic, and the monthly spending on fresh produce increase the WTP for domestically grown fresh produce, while age and being a female diminishes it. We further found that age, being a female, and interest in the freshness of the produce decrease the WTP for imported produce. Based on the findings from this study, we have suggested a couple of marketing implications and suggestions.

scholarly journals Are Online Shoppers Interested in Learning about Locally Grown Fresh Produce?

2018 ◽  
Vol 10 (3) ◽  
pp. 42
Author(s):  
Jean Dominique Gumirakiza ◽  
Thomas Kingery ◽  
Stephen King
Keyword(s):  
Clustering Algorithm ◽  
Word Of Mouth ◽  
Fresh Produce ◽  
Logit Models ◽  
Public Places ◽  
Online Shoppers ◽  
Locally Grown ◽  
To Receive ◽  
Analyze Data ◽  
Educational Information

This study describes online shoppers, explains their interests in learning about market outlets for locally/regionally grown fresh produce, and analyzes their preferences for channels to receive educational information concerning local/regional fresh produce. We used a K-mean clustering algorithm together with binary and ordered Logit models to analyze data collected in 2016 from a stratified randomly selected sample of 1,205 online shoppers within the U.S. South region. We found that the probability for online shoppers to be interested in learning about market outlets for local/regional grown fresh produce is 66 percent. Results also indicate that the likelihood for the word-of-mouth to be at least preferred (preferred, very preferred, and extremely preferred) as channel to receive educational information about local fresh produce is 69 percent. The probabilities for local radio/TV stations, Internet-based, newspapers, and ads on public places to be at least preferred are 61 percent, 48 percent, 57 percent, and 66 percent respectively. Findings from this study are useful for fresh produce growers, agricultural marketers and educators, online shoppers, and further research studies.

scholarly journals Organic or Local? Investigating Consumer Preference for Fresh Produce Using a Choice Experiment with Real Economic Incentives

HortScience ◽  
2009 ◽  
Vol 44 (2) ◽  
pp. 366-371 ◽  
Author(s):  
Chengyan Yue ◽  
Cindy Tong
Keyword(s):  
Choice Experiment ◽  
Fresh Produce ◽  
Consumer Preference ◽  
Economic Incentives ◽  
Method Choice ◽  
Marketing Segmentation ◽  
Hypothetical Experiment ◽  
The Difference ◽  
Organically Grown ◽  
Locally Grown

Determining consumers' preferences and willingness to pay (WTP) for organically grown and locally grown fresh produce is very important for stakeholders because it helps them figure out what type of fresh produce to grow and sell, what to emphasize in marketing efforts, and what are reasonable prices to charge. However, the literature that studies and compares consumers' preference and WTP for both organically and locally grown fresh produce is sparse. The objective of this study was to investigate consumers' WTP for organically grown and locally grown fresh produce and the marketing segmentation of these two types of produce. We combined a hypothetical experiment and nonhypothetical choice mechanism to investigate consumers' WTP for the attributes organic, local, and organic plus local for fresh produce. We found that when real products were used in the hypothetical experiment, the hypothetical bias (the difference between what people say they will pay and what they would actually pay) was not high. We found that consumers' WTP for the organic attribute was about the same as their WTP for the local attribute. Consumers' sociodemographics affected their choice between organically grown and locally grown produce. Furthermore, we found that consumers patronized different retail venues to purchase fresh produce with different attributes. The findings of the research have great importance for fresh produce stakeholders to make correct production and marketing decisions; the findings also contribute to experimental method choice in consumers' WTP research.

scholarly journals What Influences Consumer Choice of Fresh Produce Purchase Location?

2009 ◽  
Vol 41 (1) ◽  
pp. 61-74 ◽  
Author(s):  
Jennifer Keeling Bond ◽  
Dawn Thilmany ◽  
Craig Bond
Keyword(s):  
Consumer Choice ◽  
Logit Model ◽  
Fresh Produce ◽  
Multinomial Logit Model ◽  
Multinomial Logit ◽  
Secondary Source ◽  
Aesthetic Appeal ◽  
Demographic Attributes ◽  
Locally Grown ◽  
Direct Market

There is evidence that consumers are increasingly purchasing food directly from local producers, but little is understood about which market-specific, intrinsic, extrinsic, and demographic attributes influence the probability of preferring to purchase fresh produce through direct-market channels. A multinomial logit model is used to analyze a national dataset of fresh produce consumers with a focus on exploring differences among those that prefer to purchase direct always, occasionally (seasonally and as a secondary source), and never. Results suggest that to increase patronage and loyalty of current customers, producers may emphasize the availability of fresh, superior, vitamin-rich, and locally-grown produce at market locations through booth displays, ads in magazines, radio spots, and electronic newsletters. To attract new customers who do not currently admit a preference for purchasing direct, producers may find greater success by locating in convenient-to-reach venues, showcasing a variety of colorful offerings, and working to enhance the overall aesthetic appeal of market locations.

scholarly journals Do Online Shoppers Attend Farmers’ Markets?

2019 ◽  
Vol 11 (10) ◽  
pp. 39
Author(s):  
Jean D. Gumirakiza ◽  
Mara E. Schroering
Keyword(s):  
United States ◽  
Logit Model ◽  
Online Shopping ◽  
Multinomial Logit Model ◽  
The United States ◽  
Multinomial Logit ◽  
Marketing Strategies ◽  
Farmers Markets ◽  
Online Purchases ◽  
Online Shoppers

Online shopping is changing ways in which offline markets operate. As the online shopping for fresh produce takes off, it is important to investigate its effects on existing physical market outlets. The main objective for this study is to explain how often online shoppers attend farmers’ markets. The study uses data that was collected in 2016 from a sample of 1,205 consumers residing in the south region of the United States who made at least two online purchases within six months prior to participating in this study. This study employed a multinomial Logit model and Stata was used to run the regression. Results show that the majority of these online shoppers never attended a farmers’ market. The relative probabilities for the online shoppers to “never” attend farmers’ markets, attend “occasionally”, and “frequently” are 0.54, 0.28, and 0.18 respectively. We found that the lack of awareness, inconvenient place and/or time, and low interests are major reasons for nonattendance. This study suggests that farmers’ markets could greatly benefit by developing marketing strategies targeting online shoppers.

scholarly journals Communicative and globalizing impacts of food labels: an Australian study

2019 ◽  
Vol 175 (1) ◽  
pp. 93-108
Author(s):  
Elaine Xu ◽  
Terence Lee
Keyword(s):  
Local Food ◽  
Food Products ◽  
Retail Sector ◽  
Food Labels ◽  
Australian Study ◽  
Key Factors ◽  
Export Markets ◽  
Food Practices ◽  
Labeling Regulations ◽  
Food Media

This article analyzes the impacts of the Australian Federal Government’s food labeling reforms on the formation of food practices and the market for local food products. It considers how the inclusion of product and ingredient origin information blurs the distinction between ‘domestic’ and ‘foreign’ food products, and foregrounds different ‘support local’ behaviors. Findings from the study highlight the influence of structural and cultural factors, complemented by the strategic use of media tools, in shaping how food labels function as mechanisms to mediate domestic and transnational food practices. Retail concentration, support for the ‘buy local’ discourse, and the mediating influence of supermarket food media are presented as key factors that underpin the diffusion of and the demand for branded products and local food products in Australia. The impacts of the food origin labeling regulations on Australia’s highly concentrated grocery retail sector and export markets for Australian food products are also discussed.

scholarly journals Reporting of trans-fat on labels of Brazilian food products

2013 ◽  
Vol 16 (12) ◽  
pp. 2146-2153 ◽  
Author(s):  
Bruna Maria Silveira ◽  
David Alejandro Gonzalez-Chica ◽  
Rossana Pacheco da Costa Proença
Keyword(s):  
Food Products ◽  
Cross Sectional Study ◽  
Fat Content ◽  
Fat Intake ◽  
Food Labels ◽  
Trans Fat ◽  
Sectional Study ◽  
Cross Sectional ◽  
Brazilian Legislation ◽  
Vegetable Fat

AbstractObjectiveThe present study investigated how trans-fat is reported on the packaging of foods sold in a Brazilian supermarket.DesignThe present descriptive, cross-sectional study analysed the ingredient list, nutrition facts label and claims of no trans-fat on the packaging.SettingA large supermarket in Florianópolis, Brazil.SubjectsAll food products available at the supermarket.ResultsOf the 2327 study products, more than half had components containing trans-fat in the ingredient list, especially hydrogenated vegetable fat and its alternative names. A small percentage of food products reported some trans-fat content on the nutrition facts label and roughly a quarter of the food products claimed to contain no trans-fat on the front of the packaging. There was very low agreement among the trans-fat content reported in the nutrition facts label, claims of no trans-fat made on the packaging and the ingredient list.ConclusionsThere was low agreement among the different ways of reporting trans-fat, suggesting that it is not possible to rely on the nutrition facts label or no trans-fat claims printed on the packaging of Brazilian food products. Hence, the Brazilian legislation on food labels needs to change to improve the reliability of food labels and to help control the trans-fat intake of the population.

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