Product Attributes of Organic and Conventionally Grown Carrot and Lettuce: A Comparative Consumer Analysis.

Abstract

The research was conducted to compare and analyze the product attributes of organic and conventionally grown lettuce and carrot. Specifically, to determine whether the consumers could distinguish the difference between organic and conventionally produced vegetables; to determine the different perceptions about the carrots and lettuce according to the type of production practices; to determine the preferences of consumers on product attributes of lettuce and carrot; and to identify the factors affecting the preferences of the consumers in buying and consuming organic and conventionally produced vegetables. Many respondents could not distinguish the difference between organically and conventionally grown carrots and lettuce. The respondents perceived about the health benefits and high quality to organic as compared to conventionally produced vegetables. There is no significant difference among the respondents as to their preferences to like the product attributes between organic and conventionally grown carrot and lettuce. The availability of supply in the market and the price factor affect the consumers to buy and consume more of the conventionally grown vegetables amidst positive perceptions to organically produced vegetables.