How much of the error term is explained by psychometric variables? The example of organic produce demand
2017
Grebitus, Carola | Dumortier, Jerome
This paper analyzes the impact of human values and personality on the demand for organictomatoes applying open-ended choice experiments to data from an online study that wasperformed in summer 2012. Results show that consumers make a distinction betweenconventional and organic produce, such that human values have a differential impact with regardto predicting demand for products associated with organic labels. Also, consumers distinguishbetween conventional and organic produce, such that personality has a differential impact withregard to predicting demand for products associated with organic labels. However, results are notas strong as for human values. Overall, results indicate that human values and personality areable to explain a portion of the variability of demand for organic tomatoes.
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