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Value of organic vs. local attributes for apple consumers in the US: a conjoint-based study


Dec 15, 2011 from 12:00 AM to 12:00 AM

Where University of Bologna - Sala Consiglio DEIAgra, viale Fanin 50 (3rd floor), Bologna

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Seminar held by John L. Stanton
(St. Joseph's University, Philadelphia)

The seminar is part of the Doctorate Program in Agricultural, Food and Environmental Sciences
Curriculum "Agricultural and Food Economics and Policy" (prof. Maurizio Canavari, University of Bologna).

Please register using this form

Seminar outline:

Sales of Organic fruits and Vegetables have soared for the past few years in the USA.  However recently sales have leveled off or in some cases declined. 

The fickle consumer seems to be more interested in "local" foods now.  Supermarkets and restaurants are now advertising all their local foods…including Wal-mart.

However many of the local products are also organic and it raises the issue as to how much do consumer value local independently of organic.

The purpose of this research was to examine the effect or part worth the attribute "local"  independent of "organic."

The category was apples and the approach was a conjoint analysis using a balanced incomplete block design.

A segmentation of apples users was based on the desire for various apple attributes.