Southern Buyers' Preferences for Fresh Produce: Focus on Organic

Project Type: Research and Education
Funds awarded in 2021: $128,373.00
Projected End Date: 03/31/2024
Grant Recipients: University of Georgia; Georgia Organics; Athens Land Trust; Georgia Farmers Market Association ; Augusta Locally Grown
Region: Southern
State: Georgia
Principal Investigator:
Vanessa Shonkwiler
University of Georgia
Co-Investigators:
Dr. Julie Campbell
Department of Horticulture, University of Georgia
Dr. Cesar Escalante
University of Georgia
Description:
As a result of consecutive increases in demand for local produce realized since 2020, farmers have been investing more time and effort in retaining their buyers and eventually building loyalty. Our study seeks to understand consumers’ perceptions, understanding, and interpretation of information conveyed in several co-labeling strategies when purchasing fruits and vegetables. Our analysis particularly focuses on local farms’ direct marketing clientele. We conducted an online survey of 1,820 buyers in six Southern States. Focusing on the organic certification, we highlight socio-demographic profiles based on frequency of purchase. Our results also underscore a positive interaction effect when the organic label is associated with an indication of origin.
Type:
Conference/Presentation Material
File:
Author:
Vanessa SHONKWILER, UGA
Target audiences:
Farmers/Ranchers; Educators; Researchers; Consumers
Ordering info:
Vanessa P. SHONKWILER
V.Shonkwiler@uga.edu
University of Georgia
145 Cedar St
Athens, GA 30602-0001
7065429811
Any opinions, findings, conclusions, or recommendations expressed in this publication are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture or SARE.