Consumer preferences for "localness" and organic food production

Sigrid Denver; Jørgen Dejgård Jensen; Søren Bøye Olsen; Tove Christensen

doi:10.1080/10454446.2019.1640159

Consumer preferences for "localness" and organic food production

Sigrid Denver, Jørgen Dejgård Jensen, Søren Bøye Olsen, Tove Christensen

11 Citations (Scopus)

Abstract

While organic food is based on well-defined production criteria, the criteria for ‘local’ food are less clear. This study investigates the preferences and trade-offs of distinct consumer segments relative to organic production and several dimensions of local food (sales channel, size of company, and geographical location of animals used in the production). The analysis is based on a quantitative survey of 505 Danish consumers and a choice experiment involving beef salami. Data were analyzed in a principal component and a latent class analysis. We identify five consumer segments whose preferences for organic and local product attributes differed substantially. Most respondents considered geographical proximity in the raising of cattle to be the most important attribute and a third of the consumers were willing to pay a premium for organic salami. The segmentation provides more detailed information about stated consumer behavior than what is typically elicited when considering only average consumer behavior.

Original language	English
Journal	Journal of Food Products Marketing
Volume	25
Issue number	6
Pages (from-to)	668-689
Number of pages	22
ISSN	1045-4446
DOIs	https://doi.org/10.1080/10454446.2019.1640159
Publication status	Published - 24 Jul 2019

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AU - Denver, Sigrid

AU - Jensen, Jørgen Dejgård

AU - Olsen, Søren Bøye

AU - Christensen, Tove

PY - 2019/7/24

Y1 - 2019/7/24

N2 - While organic food is based on well-defined production criteria, the criteria for ‘local’ food are less clear. This study investigates the preferences and trade-offs of distinct consumer segments relative to organic production and several dimensions of local food (sales channel, size of company, and geographical location of animals used in the production). The analysis is based on a quantitative survey of 505 Danish consumers and a choice experiment involving beef salami. Data were analyzed in a principal component and a latent class analysis. We identify five consumer segments whose preferences for organic and local product attributes differed substantially. Most respondents considered geographical proximity in the raising of cattle to be the most important attribute and a third of the consumers were willing to pay a premium for organic salami. The segmentation provides more detailed information about stated consumer behavior than what is typically elicited when considering only average consumer behavior.

AB - While organic food is based on well-defined production criteria, the criteria for ‘local’ food are less clear. This study investigates the preferences and trade-offs of distinct consumer segments relative to organic production and several dimensions of local food (sales channel, size of company, and geographical location of animals used in the production). The analysis is based on a quantitative survey of 505 Danish consumers and a choice experiment involving beef salami. Data were analyzed in a principal component and a latent class analysis. We identify five consumer segments whose preferences for organic and local product attributes differed substantially. Most respondents considered geographical proximity in the raising of cattle to be the most important attribute and a third of the consumers were willing to pay a premium for organic salami. The segmentation provides more detailed information about stated consumer behavior than what is typically elicited when considering only average consumer behavior.

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JO - Journal of Food Products Marketing

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Consumer preferences for "localness" and organic food production

Abstract

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