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Is organic food a quality attribute or a product category?

Denver, Sigrid and Christensen, Tove (2010) Is organic food a quality attribute or a product category? Working paper, Institute of Food and Resource Economics, University of Copenhagen . [Submitted]

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The present study investigates the relationships between consumer categorization of organic versus non-organic food products, consumers' underlying perceptions of organic food, and their propensity to consume organic foods. A choice experiment is used to test these relations in a case study involving consumer preferences for attributes relating to milk. First and foremost, we find a strong link between how consumers categorize food and their organic profile. Second, we find that knowledge concerning a claim stating that milk from grazing cows is healthier, serves as a way to categorize consumers according to their organic profile. Third, our study supports earlier findings which indicate that socio-demographic factors, such as living in a big city and being well educated, are important drivers of organic demand, together with beliefs in organic foods possessing positive attributes.

EPrint Type:Working paper
Keywords:organic demand; separability; consumer perception; choice experiment; mixed logit
Subjects: Values, standards and certification
Values, standards and certification > Consumer issues
Research affiliation: Denmark > DARCOF III (2005-2010) > CONCEPTS - The Future Outlook for the Organic Market in Denmark
Deposited By: Andersen, Assistant Professor Laura M
ID Code:18794
Deposited On:17 May 2011 10:49
Last Modified:17 May 2011 10:49
Document Language:English
Refereed:Submitted for peer-review but not yet accepted

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