DETERMINANTS OF ORGANIC HORTICULTURAL PRODUCTS CONSUMPTION BASED ON A SAMPLE OF CALIFORNIA CONSUMERS

While organic products have achieved only limited penetration of the mass U.S. food market they are being increasingly sought out by certain types of consumers.
This paper presents the results of statistical analysis of responses to a consumer survey conducted in three California counties in September, 1987. The survey elicited attitudinal and perceptual responses to questions about food safety concerns; the quality of conventional vs organic produce; and purchasing patterns of organic products.

Analysis of variance of the responses indicate that a number of variables are statistically significant for purchase of organic horticultural products.
These include demographic factors such as; occupation, age, size of community, and, attitudinal factors such as; levels of concern for chemical residues, additives and preservatives, artificial coloring, radiation byproducts, salt and sugar.
Not surprisingly, buyers of organic produce rate these products significantly higher than their conventional counterparts in respect to quality.

Horticultural Economics and Marketing, XXIII IHC

D. A. Jolly

https://doi.org/10.17660/ActaHortic.1991.295.18