Consumer Preference for Organic and Local Food Purchases: Lessons for Leafy Green Vegetable Markets in Greater Austin
MetadataShow full metadata
Although demand is increasing, organic and local foods still maintain a relatively small portion of the market. In an effort to provide information to Texas markets, this thesis sought to increase understanding of consumer preferences and purchasing behaviors by synthesizing existing literature in the U.S. and elsewhere, and analyzing survey data collected in the Greater Austin area. In conclusion, initial analysis supports the literature which suggests consumers have positive attitudes toward both organic and local foods, and that quality (freshness), location of store, and price may be the most important attributes associated with purchasing leafy greens. In addition, this analysis found organic and local claims to be potential complements in this market, that environmental concern is a positive factor associated with organic and local purchase frequency, and that demographics play an overall insignificant role in predicting purchasing behavior.