SR9213 - Consumer perceptions of quality for horticultural products and wines: impact of production practices and region of origin

This project was funded by OMAFRA through the 2009 New Directions & Alternative Renewable Fuels Research program.

Lead researcher

Dr. Isabelle Lesschaeve, Vineland Research and Innovation Centre

Objectives

1. Develop the first predictive model of consumer purchase behaviour for horticultural products and wines, produced locally using organic or sustainable practices.
2. Produce a hierarchical value map for buyers and non buyers of such products. This will provide a deeper understanding of the consumer decision-making process and the relationship between the attributes of a purchasing situation and the consumer's expectations.
3. Measure the relative importance of region of origin, production practices, sensory properties and socio-environmental factors on consumer preference for organic and sustainable horticultural products and wines.
4. Determine prices consumers are willing to pay for organic or sustainable products under economical constraints by adapting an auction methodology in a natural purchasing context.

Expected benefits

To identify critical psychological and sensory factors determining consumer purchase and consumption behaviours. This will allow the Ontario agri-food sector to make informed decisions and deliver the products consumers want.

Results

Currently not available

Related information

• Other projects which were funded through the 2009 New Directions & Alternative Renewable Fuels Research Program
• The Alternative Renewable Fuels Research and Development Fund
• The New Directions Research Program