บทคัดย่องานวิจัย

A survey of consumer preference between organic and conventionally produced fruits and vegetables

A. SIMONNE, M. R. Marshall, B. K. Behe

Book of Abstracts, 2004 IFT (Institute of Food Technologists) Annual Meeting and Food Expo, 13-16 July 2004, Las Vegas, Nevada, USA. 321 pages.

2004

บทคัดย่อ

A survey of consumer preference between organic and conventionally produced fruits and vegetables Organic food was o­ne of the fastest growing segments of the U.S. food industry through the 1990s. It is estimated that by 2005 the retail sales of organic foods will reach $20 billion assuming steady 20% annual growth rate. Fruit and vegetables accounted for over 40% of the organic food sales in 2000. Consumer preferences for fruits and vegetables are complex. What product attributes do consumers perceive to be most important? In-person and Internet surveys using conjoint methodology for consumer preferences o­n various product attributes were conducted. Studies were conducted o­n specialty tomatoes, and tropical and subtropical fruits. Among the various studies: price, nutrition, and production method were measured Consistently, price emerged as the most important product attribute with >50% of the consumer's preference based o­n price. Nutrition emerged as the second most important at­tribute, with production method (organic or conventional) as relatively unimportant prod­ucts attribute.