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Hispanic consumers' perceptions toward locally grown ethnic produce: A study from the east-coast US

Published online by Cambridge University Press:  20 September 2010

Ramu Govindasamy  and
Venkata S. Puduri
Ramu Govindasamy*
Affiliation:
Department of Agricultural, Food and Resource Economics, School of Environmental and Biological Sciences, Rutgers University, New Brunswick, NJ08901-8520, USA.
Venkata S. Puduri
Affiliation:
Department of Agricultural, Food and Resource Economics, School of Environmental and Biological Sciences, Rutgers University, New Brunswick, NJ08901-8520, USA.
*
*Corresponding author: Govindasamy@aesop.rutgers.edu
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Abstract

The purpose of this study was to predict Hispanic consumer's willingness to buy ethnic produce grown on local farms. Specifically, this result analyzes and compares the effects of Hispanic consumers' socio-economic characteristics and their expressed value judgments on their willingness to buy locally grown ethnic fruits and vegetables. The survey instrument asked respondents whether they were willing to buy ethnic produce grown on local farms, and based on this, an ordered probit model was developed to predict the willingness to buy ethnic produce grown on local farms. The model has significant explanatory power with 80% overall model prediction success. According to the survey results, overall, 80% of the Hispanic respondents were willing to buy locally grown ethnic produce, 13% of them were indifferent and only 7% of them were less willing to buy. The high positive percentage indicates the intensity of consumers' interest toward willing to buy locally grown produce. The study results indicated that growing demand for Hispanic ethnic produce provides a potential opportunity for farmers in the region.

Keywords

locally grownHispanic ethnic consumerfruits and vegetablesproduceordered probit model
Type
Research Papers
Information
Renewable Agriculture and Food Systems , Volume 26 , Issue 1 , March 2011 , pp. 38 - 45
Copyright
Copyright © Cambridge University Press 2010

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