Friday, June 10, 2011

Surveys of mid-Atlantic consumers conducted by Penn State researchers part 13

In the last post, I discussed some Penn State research involving consumers' willingness to pay for organic produce. To continue on with that subject, the PSU researchers also studied the demographics of the survey respondents.

One question asked participants if they purchase certified-organic fruits and vegetables. Based on their response (yes or no), participants were then tested for any significant differences between demographic groups (metro area, gender, age, ethnicity, income level, education level, number of adults living in household and number of children living in household) to examine if certain consumer segments were more likely to report purchasing certified-organic produce.

Testing revealed that a significantly smaller percentage of participants with an annual income level below $25,000 purchased organic produce as compared to those with an income level of $100,000 or greater (Figure 1).

Figure 1

Also, a smaller percentage of participants age 21 to 24 reported purchasing organic produce compared to participants age 26 to 36 (Figure 2).

Figure 2

In addition, the data showed that a smaller percentage of participants who had received at most some high school education or were high school graduates purchased organic produce compared to participants with either an associate’s/technical school degree, bachelor’s degree, or master’s degrees or higher (Figure 3).

Figure 3

Click here to read the full press release.

As an ag entrepreneur selling (or not selling) organic produce, what does this mean for you? Would you change your marketing techniques to target people in these demographics? Do buyers of your organic produce fit these demographics? Is this data surprising to anyone?

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