Potato Marketing – Factors Affecting Organic and Conventional Potato Consumption Patterns

Chengyan Yue, Carola Grebitus (carola.grebitus@asu.edu), Maike Bruhn and Helen Jensen

No 43948, 2008 International Congress, August 26-29, 2008, Ghent, Belgium from European Association of Agricultural Economists

Abstract: In producing potatoes the treatment for disease and pests could be more difficult and costly for organic producers than for conventional. Hence, consumers’ attitudes and willingness to pay for organic potatoes need to be considered in a grower’s choice of production technologies. A bivariate probit model and cluster analysis were applied to survey data to evaluate factors that influenced Germany consumers’ consumption patterns for conventional and organic potatoes. The results show that consumers associate organic potatoes with healthy ingredients, trustable origin and food safety. But a lack of varieties and inferior appearance of organic potatoes limit consumer interest in the organic products. With regard to socio-demographics, consumers with higher education level and with children in the household tend to consume organic potatoes more often than consumers with lower education and no children in the household. Cluster analysis results group potato consumers into three different market segments: “Trusting of industry”, “Health-oriented” and “Price-oriented” segments. These results suggest adopting different marketing strategies to promote fresh potatoes to the different market segments.

Keywords: Food Consumption/Nutrition/Food Safety; Marketing (search for similar items in EconPapers)
Pages: 8
Date: 2008
New Economics Papers: this item is included in nep-mkt
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://ageconsearch.umn.edu/record/43948/files/149.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:eaae08:43948

DOI: 10.22004/ag.econ.43948

Access Statistics for this paper

More papers in 2008 International Congress, August 26-29, 2008, Ghent, Belgium from European Association of Agricultural Economists Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search (aesearch@umn.edu).