Consumer preferences and attitudes towards organically grown produce

A two-equation bivariate probit model was formulated to analyse simultaneously consumers' preferences and attitudes toward organically grown produce (OGP). Results suggest that consumers who are nutritionally conscious, concerned about the use of pesticides, and wanting produce tested for freedom from residues would have a higher propensity to prefer OGP. Among the potential buyers, consumers who are white, better-educated, and have large families are more likely than others to tolerate sensory defects. The study suggests that testing and certification, sensory qualities, and competitive pricing are the most important factors that would enhance the marketing potential of OGP.