Consumer preferences for organic food and for the shares of meat and vegetables in an everyday meal

TY - JOUR

T1 - Consumer preferences for organic food and for the shares of meat and vegetables in an everyday meal

AU - Christensen, Tove

AU - Denver, Sigrid

AU - Olsen, Søren Bøye

PY - 2020/5/26

Y1 - 2020/5/26

N2 - It is well established that consumers with positive preferences for organic products generally also tend to have healthy eating habits involving many fruits and vegetables but less meat. While most studies are based on single product comparisons, this study investigates consumer preferences for organic ingredients and content of meat and vegetables in the context of an everyday evening meal. Moreover, we address heterogeneity in preferences. The study is based on an online survey including a choice experiment with 506 consumers. Using principal component and latent class analyses, we identify three segments of consumers that differ with respect to preferences for organic production and content of meat and vegetables in their meals. Our findings may be valuable for authorities promoting healthy food consumption just as they provide valuable input to the catering industry and other suppliers of dinner dishes in the development and marketing of both organic and non-organic ready meals.

AB - It is well established that consumers with positive preferences for organic products generally also tend to have healthy eating habits involving many fruits and vegetables but less meat. While most studies are based on single product comparisons, this study investigates consumer preferences for organic ingredients and content of meat and vegetables in the context of an everyday evening meal. Moreover, we address heterogeneity in preferences. The study is based on an online survey including a choice experiment with 506 consumers. Using principal component and latent class analyses, we identify three segments of consumers that differ with respect to preferences for organic production and content of meat and vegetables in their meals. Our findings may be valuable for authorities promoting healthy food consumption just as they provide valuable input to the catering industry and other suppliers of dinner dishes in the development and marketing of both organic and non-organic ready meals.

U2 - 10.1080/08974438.2019.1599758

DO - 10.1080/08974438.2019.1599758

M3 - Journal article

SN - 0897-4438

JO - Journal of International Food & Agribusiness Marketing

JF - Journal of International Food & Agribusiness Marketing

ER -