Consumer attitudes towards lettuce, pumpkin and squash [Australia]
1990
Rutherford, A. (Queensland Dept. of Primary Industries, Brisbane (Australia). Marketing Services Branch)
Focus groups in Brisbane, Sydney and Melbourne were used to obtain information in terms of vegetable identification and classification, varietal preference, usage and buying habits. The results indicate that consumers are seeking more information on the vegetables currently being sold. The present lack of information available to consumers and retailers (and possibly wholesalers) was given as a major deterrent to buying a greater variety and quantity of vegetables. The major causes of buyer resistance to paying higher prices for fresh vegetables appeared to be: the high quality of produce demanded; the variety of vegetables currently available; and their ability to be substituted for each other. Longer term trends of static or decreasing real prices for some vegetables identified from previous studies may reflect the demand for dietary variety, which is being met by purchasing different vegetables rather than preparing their usual vegetables in innovative ways. Concern was indicated about the type and level of chemicals and suspected health problems linked to chemical residues. Therefore, organically grown produce was preferred and consumers indicated that they would pay up to 20 percent more for it.
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