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An Economic Analysis of Heterogeneity within Consumer Segments of the Local and Organic Food Markets in Ontario

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Title: An Economic Analysis of Heterogeneity within Consumer Segments of the Local and Organic Food Markets in Ontario
Author: Wickson, Mark
Department: Department of Food, Agricultural and Resource Economics
Program: Food, Agriculture and Resource Economics
Advisor: Cranfield, John
Abstract: Local and organic food are of growing interest to food marketers due to their value-added at tributes, for which many consumers are willing to pay premiums. This research examines how food marketersmay be able tomore effectivelycapture thesepremiums by segmenting consumers by household income and rurality status. Using a stated choice framework covering five differ ent commodities, a personal food value analysis, a conditional logit model, and a comparison of willingness-to-pay distributions were applied in conjunction to examine the differences between these imposed consumer segments. The results suggest that consumer segmentation by household income may be effective for specific local and organic attributes for certain food commodities, but that segmentation by rurality status is likely not effective in any case examined.
URI: http://hdl.handle.net/10214/14223
Date: 2018-08


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