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Consumer Perception for Horticultural Products and Related Agricultural Practices

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dc.contributor.advisor Duizer, Lisa
dc.contributor.advisor Lesschaeve, Isabelle
dc.contributor.author Wu, Jenny Muchen
dc.date.accessioned 2012-01-26T20:21:19Z
dc.date.available 2012-01-26T20:21:19Z
dc.date.copyright 2012-01
dc.date.created 2012-01-25
dc.date.issued 2012-01-26
dc.identifier.uri http://hdl.handle.net/10214/3292
dc.description New Directions Research Program en_US
dc.description.abstract In recent years, growing interest towards foods produced from alternative agricultural practices have been seen among consumers. This thesis is an investigation of consumer understanding and attitudes towards information regarding sustainable, organic and local foods and agricultural practices and how such information could affect consumer food product expectation and sensory acceptability. Using internet questionnaires constructed based on common definitions and popular beliefs, 172 primary grocery shoppers were surveyed regarding their perception concerning information related to these alternative agricultural practices and foods. Results obtained from statistical analyses revealed the existence of various dimensions concerning the understanding and attitudes towards these concepts. Segmentations based on their understanding and attitudes towards these concepts were also found within the sampled population. Furthermore, by utilizing the theory of assimilation and contrast, a three-part sensory study was conducted, with 49 consumers from the Niagara Peninsula, to examine the impact of information regarding production methods (organic vs. conventional) and product origins (local vs. imported) on consumer expectation and acceptability of yellow peaches. Despite of some peach samples being under-ripe, a significant positive labeling effect has been observed in hedonic rating and perceived intensity of sensory characteristics when the joint organic and local label was presented. A similar labeling effect, however, was not observed in monetary valuation of willingness to pay. en_US
dc.description.sponsorship Ontario Ministry of Agriculture, Food, and Rural Affairs en_US
dc.language.iso en en_US
dc.subject Organic food en_US
dc.subject Local food en_US
dc.subject Sustainable agriculture practice en_US
dc.subject Product expectation en_US
dc.subject Peach en_US
dc.subject Sensory evaluation en_US
dc.title Consumer Perception for Horticultural Products and Related Agricultural Practices en_US
dc.type Thesis en_US
dc.degree.programme Food Science en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Food Science en_US
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