Consumption behavior of organic vegetable consumers in selected areas in Laguna, 2015

Date

6-2015

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Alessandro A. Manilay

Abstract

The study was conducted to analyze the consumption behavior of organic vegetable consumers in selected areas in Laguna. Specifically, it aimed to (1) determine the socio-demographic factors that affect consumption behavior (2) identify the consumers? preferences in purchasing organic vegetables(3) determine the factors that influence the consumers in consuming organic vegetables (4) analyze the consumption behavior of organic vegetable consumers and (5) formulate recommendations that can help facilitate greater consumption of organic vegetables. Seventy-two consumer-respondents were interviewed while they were shopping in market outlets that were covered in the study, namely, Herb Republic Weekend Market in Loss Baños, Solenad in Santa Rosa and Costales Nature Farm in Majayjay. Based on the results, consumers consider the physical attribute aroma in buying organic vegetables. Other sensorial attributes like texture and taste were also considered. Organic farms and weekend markets were the preferred locations by the consumer-respondents in buying organic vegetables while few have their own backyard gardens at home. These preferred outletsare trusted sources of organic vegetables. Most of the respondents purchased organic leafy greens. On the other hand, legumes were the least purchased. Consumer-respondents consume leafy vegetables mostly because of their high nutritional content. Family members and the media influence an individual to consume organic vegetables. Health benefits, food safety and concern for the environment were the reasons for consuming organic vegetables. Age, household income and employment status affected the consumption of organic vegetables. These socio-demographic factors are directly related to frequency of purchase of organic vegetables consumers. Older consumers and employed consumers with higher income tend to buy organic vegetables more frequently. Results from the ANOVA showed that the consumption of organic vegetables was significantly different for fruit vegetables, spices and legumes across income groups. This is because of the fact that income and price affects the consumption of organic vegetables. To promote the consumption of organic vegetables, this study recommends to: (1) improve the product in accordance to the needs and preference of consumers in order to increase consumption of organic vegetables (2) increase consumer?s awareness by spreading information about organic agriculture (3) require accreditation for the market outlets in order to ensure consumer?s safety and (4) focus on the product labeling of the organic vegetables.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

Thesis

Document Type

Thesis

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