Consumers' Preference and Consumption Behavior for Selected Indigenous Vegetables in Los Baños, Laguna 2019

Date

5-2019

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Committee Member

Antonio Jesus A. Quilloy, Isabelita M. Pabuayon

Abstract

This study was conducted to determine the consumer preference and consumption behavior for selected indigenous vegetables in Los Baños, Laguna. It was the chosen study area due to its topography and large market for indigenous vegetables. The specific objectives of this research were: to characterize buyers and consumers; to determine their level of awareness; to identify the indigenous vegetable attributes preferred by the consumers; to describe their consumption behavior; to determine the factors affecting consumer preference and consumption behavior; and to recommend strategies that would encourage consumption and increase demand for indigenous vegetables. Descriptive analysis, KAP scoring, attribute ranking procedure, and Fisher's exact test were employed to analyze the primary data obtained from the 60 buyer-respondents from Poblacion public market and Batong Malake public market.

Respondents were characterized as middle-aged, low-income earner, with average age and formal years of schooling of 42 and 11.87 years, respectively. It was found that buyers have level of understanding regarding native vegetables. The knowledge and perception of respondents translate into their attitude towards purchasing indigenous vegetables. Consumers primarily buy indigenous vegetables because they give high level of importance to its nutritional value.

Among the top 10 indigenous vegetables in the Philippines, alugbati, ampalaya, upo, malunggay, and saluyot were the most recognized. These traditional vegetables were consumed due to the following reasons: a) beneficial fir health; b) accessibility and availability of supply; c) traditional food in the family; d) affordability; e) flavorful taste; and f) medicinal property. However, the seasonality and being highly perishable of these vegetables are some problems encountered by consumers in purchasing and consumption.

Results revealed that the preference of consumers for indigenous vegetables and their volume purchased are significantly associated with the buyer-respondents' socio-economic characteristics and level of knowledge and awareness.

It was concluded that consumers' preference for indigenous vegetables tend to vary over time. This results on alteration of buyers' consumption behavior as they are leaning towards healthy food choices. Consumers' realization of the beneficial effects of indigenous vegetables to a person's health and nutrition caused the shift from negative to positive perception. Generally, the knowledge regarding indigenous vegetables has been expanding through time due to the growing interest of society in healthy consumption. Thus, there is a growing demand for indigenous vegetables as proven by the shifts in perception and preference of the consumers which entails great opportunity for smallholder farmers.

In order to encourage consumption of indigenous vegetables, proper information dissemination and in-depth studies are recommended. There is a need for systematic and holistic support form institutions like Department of Education (DepEd), Department of Agriculture - Bureau of Agricultural Research (DA-BAR), Philippine Council for Agriculture and Aquatic Resources Research and Development (PCAARRD) and even the regional government down to the barangay level.

Language

English

LC Subject

Vegetable trade, Consumption (Economics)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2019 A14 D84

Notes

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Document Type

Thesis

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