Consumption behavior of organic vegetable consumers in selected areas in Metro manila, 2011

Date

4-2011

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Salvador P. Catelo

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Abstract

The study was conducted to analyze the consumption behavior of organic vegetable consumers in selected areas in Metro Manila. Specifically, this study aimed to (1) identify the different attributes consumers look for in organic vegetables; (2) determine the degree of consumer-respondent’s awareness of the related concepts on organic agriculture and of the specific characteristics of organic vegetables; (3) describe the consumption behavior of organic vegetable consumers and determine the socio- demographic factors that affect them; (4) recommend marketing strategies that can help facilitate greater consumption of organic vegetables. The study covered 67 consumer-respondents in Makati City and Quezon City who were interviewed at the time of their shopping. Based on the results, consumer- respondents primarily considered price in purchasing organic vegetables. Sensorial attributes such as taste, size, texture, and aroma were also considered. Weekend markets and supermarkets were the preferred market outlets of the consumer-respondents due its reputation as a “bagsakan center”, and its space and conduciveness for shopping, respectively. In addition, other factors in selecting a specific market which includes safety assurance, affordability, proximity, and convenience were considered. Leafy organic vegetables were considered as the most purchased type of vegetable while legumes were considered the least. Consumer-respondents, given their respective income and age, purchase more organic vegetables if they are cheaper than other types, and if such vegetables bring more health benefits to them. Families tend to influence one’s consumption of a commodity, such as organic vegetables. On the other hand, consumer-respondents also considered four major reasons for consuming organic vegetables namely nutritional value, concern for the environment, food safety, and health status. Based on the level of awareness of the consumer-respondents on the related concepts on organic agriculture and of the specific characteristics of organic vegetables, they were mostly unaware of organic certification and Philippine Organic Act of 2010. This was explained by the lack of certification labels on organic vegetables sold and the recency of the Act which caused its unfamiliarity among consumer-respondents, respectively. The frequency of purchase of consumer-respondents was affected by their respective income and employment status. Based on the results, the higher the income of the consumer, the greater his frequency of purchase. Most employed and pure housewives preferred purchasing on a weekly basis. However, some consumer- respondents were occasional buyers due to having limited time in food shopping. As for the monthly per capita consumption of organic vegetables, carrots (3.81kgs) were observed as the most consumed organic vegetable and string beans (1.50 kgs) the least. Four out of twelve organic vegetables namely cabbage, pechay, garlic, and potato were consumed more than non-organic vegetables, which were explained by their use in food preparations. In addition, results showed that healthy consumers indeed consume more organic vegetables to maintain their good health condition. Results from ANOVA showed that the consumption and value of organic vegetables were significantly different for legumes, fruit vegetables, and spices across income groups. This is due to the fact that income and price affects one’s consumption of organic vegetables. Given the price in the market, high income groups consume more organic vegetables than upper-middle and lower-middle income groups. The suggested recommendations to increase consumption of organic vegetables are: (1) product and market development; (2) increase consumers’ knowledge and awareness through promotion of OPTA and other NGOs; and (3) strict implementation of certification labels on organic vegetables.

Language

English

Location

UPLB College of Economics and Management (CEM)

Document Type

Thesis

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