Marketing organic and conventional potatoes in Germany

Chengyan Yue, Carola Grebitus, Maike Bruhn, Helen H. Jensen

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

Abstract

We apply a bivariate probit model and cluster analysis to German household survey data to evaluate factors influencing consumption of conventional and organic potatoes. Results show there is a positive but insignificant correlation between the consumption of conventional and organic potatoes and consumers associate organic potatoes with healthy ingredients, trusted origin, and foodsafety. Furthermore, consumers' sociodemographics such as education and children in households affect their choice of potatoes. Cluster analysis results group potato consumers into the market segments "Industry trusting," "Healthy diet oriented," and "Price oriented." These results suggest an adoption of different marketing strategies to promote fresh potatoes to the different market segments.

Original languageEnglish (US)
Pages (from-to)164-178
Number of pages15
JournalJournal of International Food and Agribusiness Marketing
Volume22
Issue number1-2
DOIs
StatePublished - Jan 1 2010

Keywords

  • Consumption
  • Market segmentation
  • Organic
  • Potatoes
  • Product characteristics

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