What Determines Purchasing Behaviour for Organic and Integrated Fruits and Vegetables?

A. KUHAR and L. JUVANCIC
University of Ljubljana, Biotechnical Faculty, Chair for Agricultural Economics, Policy and Law, Groblje 3, SI-1230 Domzale, Slovenia

Abstract

KUHAR, A. and L. JUVANCIC, 2010. What determines purchasing behaviour for organic and integrated fruits and vegetables? Bulg. J. Agric. Sci., 16: 111-122

Food quality and safety are among the main consumer concerns which have stimulated growth of demand for food from non-conventional production practices. Consumer behaviour in relation to quality identified food such as organic food and food from integrated production system is an evolving phenomenon, and therefore needs to be constantly studied to acquire sound foundation for business development strategies of agro-food producer. A country-vide survey related to purchasing behaviour of organic and integrated fruit and vegetables has been prepared for Slovenia. An ordered probit model of consumer choice was developed on the basis of survey results to quantify various determinants of purchase frequency for organically and integrally produced fruit and vegetables. Results show that purchase of analysed produce is most significantly influenced by their availability in retail outlets, followed by consumers’ income, health and environmental considerations, and visual attractiveness of products. Demand for organically and integrally produced fruit and vegetables could be further stimulated by targeted knowledge and awareness raising actions.

Key words: consumer behaviour, fruit and vegetable, organic food, integrated agricultural production, ordered probit model, Slovenia

Abbreviations: IFOAM – International Federation of Organic Agriculture Movements; OIFV - organic and integrated fruit and vegetables

See the article as a PDF