Household Consumption of Organic Vegetables in La Trinidad, Benguet
BIBLIOGRAPHY
WACLIN, ELIZABETH B. APRIL 2007. Household Consumption of Organic
Vegetables in La Trinidad, Benguet. Benguet State University, La Trinidad, Benguet.
Adviser: Luke E. Cuangey, BS.
ABSTRACT
The study mainly describe the nature of household consumption of organic
vegetables in La Trinidad. Especially it aims to find out the organic vegetables that
consumers buy, reason why consumers consume organic vegetables, attributes of
consumers in purchasing organic vegetables, volume of organic vegetables purchased per
time by the consumers, problems encountered by consumers in purchasing organic
vegetables, suggestions/recommendations of consumer for the effective marketing
strategy of organic vegetables.
There are one hundred (100) respondents of the study. All of the respondents are
organic vegetable consumers from La Trinidad, Benguet.
The data shows that most of the respondents said that the price is not important in
purchasing organic vegetables because they much care about their health but then they
said that organic producers should lessen the price so that they could purchase more of
the products.
The results also shows that respondents encountered problem in purchasing
organic vegetables, by then, they give suggestions for the effectiveness of marketing
organic vegetables and of them are: organic producers should have more market outlet
and more products or supply. They should do some seminars or advertisements to let the
people know their place in the market and be nice and packaging. Preservation was also
suggested by the respondents and organic practitioners should have certification telling
that the organic vegetables they are selling are really an organic one.
Therefore, it is recommended that, the organic producers should have more
market outlet and more supply of the product. Organic vegetables market should have a
certificatory/assurance that the vegetables they are selling is really an organic one.
Organic vegetable producer should lessen the price so that the volume of purchase will be
increased and organic vegetable producers should find a way to preserve the freshness of
the product until it will be disposed.
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TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Existence of Organic Farming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Growing Demand for Organic Food . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Principles of Organic Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Why Organic Cost more than
Commercial Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Organic Vegetables and its Nutrient Content . . . . . . . . . . . . . . . . . . . . . . . .
6
Organic Farming Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Organic Production and its Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Repondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
iii
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
RESULTS AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Common Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Organic Vegetable Eaters in the Household . . . . . . . . . . . . . . . . . . . . . . .
13
Place of Purchasing Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Average Volume Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Frequency of Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Importance of Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Comments on Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Reasons in Purchasing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Most Important Quality Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
Least Important Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
Problems Encountered in Purchasing
Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Suggestions/Recommendations from Consumer
for the Effective Marketing of Organic Vegetables . . . . . . . . . . . . . . . . .
24
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . . . . .
25
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
28
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INTRODUCTION
Rationale
Organic agriculture started in ancient time and it was practice by our ancestors.
But as a result of experimentation in science, life has change. Production of both plants,
livestock and poultry is enhanced because of technology that has changed production
system. The lifestyle of people had also changed. Scientists experiment on the use of
chemicals, fertilizers and pesticides. The use of these new technologies had increased
production and control utilization of pest and diseases. These chemicals are now used by
most farmers to raise their plants. The use of this fertilizers and pesticides had caused
many negative effects to the environment, to the growers and consumers, residues in food
potentive and disrupting of non target organism.
At present some farmers are already aware of these negative effects of using
synthetic fertilizers and pesticides that they are considering the health of their consumer
and themselves.
According to Adonis (2005) an organic farming in the Philippines started to gain
acceptance of the late 1980’s by a few farmers who were satisfied with their conventional
chemical-based farming. There are now more than a thousand farmers in the country
who are producing pesticides and chemical free rice, vegetables, fruits and other food
crops through organic methods.
One of the provinces in the Philippines where organic farming gained acceptance
in Benguet particularly in La Trinidad. There are already existing organic farms and
increasing demand for organically grown vegetables. According to the owner of
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
2
Master’s Garden in La Trinidad Benguet, the demand for organically grown vegetables is
much higher than the existing volume of production.
Statement of the Problem
This study aimed to answer the questions:
1. What are the kinds of organic vegetables that consumer buy?
2. What are the reasons of consumer for consuming organic vegetables?
3. What are the attributes of consumers in purchasing organic vegetables
4. What is the volume of organic vegetables purchased per time by consumers?
5. What are the problems encountered by consumers in consuming or buying
organic vegetables?
6. What are the suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables?
Objectives of the Study
The study aimed to:
1. Find out the organic vegetables consumed by the consumers.
2. Find out reasons why consumer consumes organic vegetables.
3. Determine the attributes of consumers in purchasing organic vegetables
4. Determine the volume of organic vegetables purchase per time by consumers.
5. Determine problems encountered by consumers in purchasing organic
vegetables.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
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6. Determine suggestions/recommendations of consumers for the effective
marketing strategy or organic vegetables.
Importance of the Study
The study aims to determine the household consumption and purchase pattern of
organic vegetables. To know the attributes of consumers about organic vegetables and
their suggestion for effective marketing of the product.
Result of this study will serves as a basis in estimating the numbers of organic
consumers and the market demand which is important in the promotion for organic
production, program planning and policy formation of the government agencies and
NGO’s supporting and promoting organic production.
Results will also be a guide or basis for further research endeavor in organic
agriculture.
Scope and Limitation
The scope of the study was limited to the organic consumers in La Trinidad,
Benguet. This study was conducted from January to February, 2007.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
REVIEW OF LITERATURE
Existence of Organic Farming
Hall (2002) organic farming has been in existence since man began utilizing
agricultural practices. Over the years organic methods gave to “conventional” methods,
characterized by the use of synthetic chemical inputs. Today however there are renewed
interest in organic farming and it is being termed by many as “alternative” method of
farming. This renewed interest is a direct result of high energy prices, increased fertilizer
cost and concerns about health.
Growing Demand for Organic Food
Barrozo (2006) consumers want assurances. Today’s consumers and retailers
want to know that the food they purchase is safe no matter where it was grown, raised
and processed. They will want to be ensured that your product has undergone methodical
surveillance. Food safety and value is the greatest challenge in today’s global food
industry. Food poisoning, adulteration and mislabeling incidents not only affect the
reputation of the company that have produced the product but also the countries in which
those products were produced.
In his documentary presented in the First Cordillera Organic Agricultural
Congress, Barrozo said that there is an expanding demand for safe and quality food.
Modem lifestyle has created ailments that are increasing in an epidemic rate which are
mostly attributed to toxin overload and stress. There is growing scientific evidence
linking modem disease with food quality and lifestyle. Organic system recognize that our
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
5
health is directly connected to the health of the food we eat. Going organic is not just
organic food - it is a way of life.
Barrozo (2006) said also that more people are choosing organic because they
think that organic food taste extremely good. Organic system aims to avoid the use of
organic chemicals, pesticides and fertilizers. Organic food is produced without the
routine use of antibiotics and without genetically modified organisms which are
prohibited in the PNS for organic food and farming. Organic systems reduce dependence
on non-renewable resources and rely on modem and scientific understanding of ecology
and soil science, while also depending on traditional methods of crop rotations to ensure
fertility and weed and pest control.
Principles of Organic Production
Layese (2006) in his paper presentation during the first Cordillera Organic
Congress, he stated the status of organic agriculture in the Philippines. He explained the
principles of organic agriculture; that in the principle of health-should sustain and
enhance the health of soil, plant animal and human as one and indivisible; the principle of
ecology-organic agriculture should be based on living ecological systems and cycles,
work with them, emulate them and sustain them; the principle of fairness-organic
agriculture should build on relationships that ensure fairness with regard to the common
environment and life opportunities; the principle of care-organic agriculture should be
managed in a precautionary and responsible manner to protect the health and well being
of current and future generations and the environment.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
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Layese (2006) states also that the reason why go organic agriculture is that, first
and foremost because of health, these is an increasing cost of chemical based inputs,
increasing resistance of pest and diseases, decreasing farm income, declining soil fertility
and ground water contamination. He also states some facts on organic marketing
worldwide that there is a 56 % of US citizens believe organic foods are healthier, that
there is an US $2.2 billion sale value of organic fruits and vegetables in the US. 60 % of
Danes often buy organic vegetables and milk; 6 % market share for organic food in
Denmark. “Number one” teas in Egypt from SEKEM, 30 % of daily bread in and around
Munich or Germany is organic and 80-905 market share for organic baby food in
Germany.
Why Organic Cost more than Commercial Vegetables?
Consumers of naturally produce vegetables know the virtues of organic farming.
But the rest of the world that consumes commercial vegetables asks “Why is organic
produce expensive?” Compare commercially grown tomato with organic one. Visually
grown tomatoes look somewhat look alike. The difference is that organic tomatoes cost
P 90 a kilo while commercial tomatoes cost only P 60 a kilo. It would seem logical to
buy the heaper produce. They are different in quality and value (Pardo De Tavera, 2002).
Organic Vegetables and its Nutrient Content
Organic vegetables are more nutritious. Vegetables grown through organic
farming in the Cordillera Region are not only tastier but also have nutritional value higher
than commercially grown food plants. “In particular, elemental concentrations of the
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
7
tested organic food raised food plants”, said Ponciano Almonte one of the leading experts
in organic farming.
In his documentary presented in the First Organic Congress, Almonte related the
tests were conducted on snap beans, cabbage and lettuce based on nutrient content. He
said that organic snap beans have 40.5 % Cal, 60 % mg, 99.7 % K, 8.6 % Na, 22.7 % Fe
and 10 % Cu. For cabbage, the organic crops have 60 % Ca, 54.6 % Mg, 148.3 % K,
20.4 % Na, 13 % Mn, 94 % Fe and 48 % Cu. Values compared to inorganics, 17.5 % Ca,
15.6 % Mg, 53.7 % K, 0.8 % Na, 2 % Mn, 20 % Fe and 0.4 % Cu. The documentary
showed that the same trend was observed in lettuce and other crops. Almonte said that
organic farming is providing to be competitive and capable of providing farm products of
good quality (See, 2006).
Organic Farming Development
Kitma (2001) Organic farming and food is receiving increasing attention from
consumer farming and environmental organizations, the public as well as the
government. The demand for organic products has increased over recent years beyond the
present domestic production capacity
Organic farming has developed in response to intensification in other sectors of
agriculture. The first organic farm developed in the 1930’s when the first signs of
agricultural intensification appeared in chemical inputs became more prevalent. This
intensification accelerated during and after WWII in response to an acute need to increase
food production across Europe. High production was encourage by government policy
and subsequently by the production boosting subsidies of the CAP, and was facilitated by
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
8
the development of new techniques of crop protection and production, such as synthetic
fertilizers, herbicides and pesticides.
From the late 1960’s, however and specially in the 1970's and 1980's organic
gained momentum as consumers started showing concern about the determined
environmental impacts of intensive agriculture. During that period the number of organic
progressively rose, but remained small until the launch in 1992 of schemes specially
introduced to support organic farmers. These schemes were part of the agri-environment
measures that accompanied the 1992 MacSharry CAP reforms.
Organic Production and its Benefits
Adonis (2005) organic farming refers to agricultural production system that take
in to account the following factors: minimum reliance on artificial inputs; feeding the soil
and not the plant; food safety practices; certification of the entire production or
distribution chain and not the end product; non-use of artificial growth enhancers (in
livestock), and non-use of genetically modified organisms.
Organic farming promotes a better environment and biodiversity. This is so
because in organic farming the use of pesticides and chemical fertilizers is minimized if
not avoided. Wildlife friendly mgt. strategies and harmonious integration of agricultural
crops and livestock is also adapted.
Adonis states also that organic farming in the Philippines started to gain
acceptance in the late 1980’s by a few farmers that were dissatisfied with the
conventional chemical-based farming. There are now more than a thousand farmers in
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
9
the country who are producing pesticide and chemical-free rice, vegetables, fruits and
other food crops through organic farming methods.
One of the provinces in the Philippines that organic farming has gained
acceptance is Benguet. There are already existing organic farms and growing demand for
organically grown vegetables in Benguet. According to the owner of Master’s Garden in
La Trinidad Benguet, the demand for organically grown vegetables is much higher than
the existing volume of production.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
METHODOLOGY
Locale of Time and Study
This study was conducted in La Trinidad Benguet particularly at the public
market because it is where organic vegetables are being bought by the consumers. This
was conducted on January-February, 2004.
Figure 1 shows the area of the study.
Respondents of the Study
There were 100 respondents of the study. Respondents were the household
vegetable consumers in La Trinidad Benguet.
A questionnaire was used to gather data needed in this study. Aside from the
questionnaire, a personal interview was done added to augment and validate data.
Data Gathered
The data gathered included average income per household, average volume
purchased per time by the respondents, frequency of purchasing organic vegetables by
households, the most quality attributes preferred by the consumers in purchasing organic
vegetables, the reasons in purchasing and suggestions or recommendations in effective
marketing of organic vegetables.
Data Analysis
The data gathered were tabulated and analyzed using simple tools such as
description analysis, frequency counts and percentages.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
11
Figure 1. Map of La Trinidad showing the location of the area studied
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
RESULTS AND DISCUSSION
Profile of the Respondents
Table 1 shows the data on sex, age, educational attainment, civil status,
occupation and household average monthly income of respondents.
Sex. Forty-four (44 %) out of the one hundred respondents are male and fifty-six
(56 %) are female.
Age. Three (3 %) out of one hundred respondents are within the age bracket of
20 and below, twenty-two (22 %) are within the age bracket of 21-30, twenty-seven are
within the age bracket of 31-40, twenty-six are within the age bracket of 41-50 and
seventeen are within the age bracket of 51-60. Five respondents are within the age
bracket of 61 and above.
Educational attainment. The table shows that there are five (5 %) respondents out
of one hundred that are degree holders, forty-seven (47 %) are college graduates, twenty-
six are college level, thirteen are high school graduates and nine (9 %) are elementary
graduates.
Civil status. Table 1 shows that out of one hundred respondents, sixteen (16 %)
single, seventeen are widow, and sixty-seven (67 %) are married.
Occupation. Twenty-three (23 %) are employed fulltime, eighteen (18 %) are
self-employed and also eighteen (18 %) are farmers. There are fourteen (14 %)
respondents that are business-person, nine (9 %) are housewives and five (5 %) are
retired.
Household average monthly income. Table 1 likewise shows that thirty-eight (38
%) has an income level of less than then thousand pesos (10,000), thirty-seven (37 %) has
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
13
an income level of eleven thousand pesos to fifteen thousand pesos (11,000 – 15,000),
fourteen (14 %) respondent has an income level of sixteen thousand pesos to twenty
thousand pesos (16,000 – 20,000), nine (9 %) has an income level of twenty-one
thousand pesos to twenty-five thousand pesos (21,000 – 25,000) and two (2 %)
respondents has an income level of twenty-six thousand pesos to thirty thousand pesos
(26,000 – 30,000).
Common Organic Vegetables
Table 2 shows the common organic vegetables that consumer
consumed/purchased. Majority (97 %) of the respondents/organic consumers
purchase/consume pechay followed by chayote tops (88 %), carrots (78 %), Bell pepper
(76 %) and lettuce (68 %).
Organic Vegetable Eaters in the Household
Table 3 shows the vegetable eaters in the household. It shows that (91 %) of all
household members are eaters/consumers of organic vegetable, 5 % consumers eaters
organic vegetables alone in the family. The others, 3 % and 1 % were partners and
children respectively
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
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Table 1. Profile of the respondents
ITEM
FREQUENCY
PERCENT
(%)
Sex
Male
44
44
Female
56
56
TOTAL
100
100
Age
20 and below
3
3
21-30
22
22
31-40
27
27
41-50
26
26
51-60
17
17
61 and above
5
5
TOTAL
100
100
Educational attainment
Elementary
9
9
High School
13
13
College Level
26
26
College Graduate
47
47
Degree Holder
5
5
TOTAL
100
100
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
15
Table 1. Continuation…
ITEM
FREQUENCY
PERCENT
(%)
Civil status
Single
16
16
Married
67
67
Widow
17
17
TOTAL
100
100
Occupation
Housewife
9
9
Farmers
18
18
Self-employed
18
18
Employed part-time
13
23
Employed fulltime
23
13
Business person
14
14
Retired
5
5
TOTAL
100
100
Household Average Monthly Income
Less than PhP 10,000
38
38
10,000 – 15,000
37
37
15,001 – 20,000
14
14
20,001 – 25,000
9
9
25,001 – 30,000
2
2
TOTAL
100
100
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
16
Table 2. Common organic vegetables purchased by the respondents
VEGETABLES
FREQUENCY
PERCENTAGE
(%)
Pechay
97
97
Lettuce
68
68
Carrots
78
78
Bell Pepper
76
76
Chayote Tops
88
88
Table 3. Vegetable eaters in the household
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Only mother
5
5
Father
3
3
Children
1
1
All household members
91
91
Place of Purchasing Organic Vegetables
Table 4 shows the place of purchasing organic vegetables. Majority (90 %) of the
respondents buy organic vegetables at the LaTOPMPC, 3 % of the respondents buy at the
branch of LaTOPMPC and 7 % hot their organic vegetables to the organic producers.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
17
Table 4. Place of purchasing organic vegetables
PARTICULAR
FREQUENCY
PERCENTAGE (%)
LaTOPMPC
90
90
Branch of LaTOPMPC
3
3
Organic Farmers
7
7
Average Volume Purchase
The Table 5 shows the average volume purchased per time by the respondents. It
shows that respondents/organic consumer purchase 1.2 kg once a week, 1.06 kg twice a
week, 1.07 kg thrice a week and 5kg everyday. Lettuce has an average volume of 1 kg
once a week, carrots (0.8 kg), bell pepper (0.88 kg) and chayote (1.5 kg).
Frequency of Purchase
Table 6 shows the frequency of purchase on organic vegetables. Purchase
frequency is categorized as: once a week, twice a week, thrice a week, and everyday.
Majority of the respondents purchase vegetables once a week and twice a week and only
few purchase thrice a week and only pechay and chayote tops are purchased everyday by
the respondents.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
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Table 5. Frequency of purchasing organic vegetables
ONCE A
TWICE A
THRICE A
VEGETABLES
EVERYDAY
WEEK
WEEK
WEEK
Pechay
55
29
13
3
Lettuce
47
16
5
0
Carrots
49
19
10
0
Bell Pepper
50
18
8
0
Chayote Tops
52
21
11
4
Table 6. Average volume purchase per time by the respondents (kg)
ONCE A
TWICE A
THRICE A
VEGETABLES
EVERYDAY
WEEK
WEEK
WEEK
Pechay
1.50
1.06
1.07
1.00
Lettuce
1.00
0.66
0.56
0
Carrots
0.80
0.62
0.45
0
Bell Pepper
0.88
0.56
0.50
0
Chayote Tops
1.50
1.00
0.82
0.75
Importance of Price
Table 7 shows the importance of price to the respondents. There are twenty-two
(22) out of one hundred respondents said that price is much important. Eight out of one
hundred respondents said that price is very much important. They said that organic
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
19
vegetables are very expensive and they don’t have enough money to buy for it. Seventy
respondents said that price is not important because they much care for their health but
they said also that the organic vegetable is expensive, and they also said that the seller
should see to it that the price is affordable.
Comments on Price
Table 8 shows the comments of respondents on the price of organic vegetables.
Since one-fourth (1/4) kilogram of vegetables cost 25 pesos, the table shows that majority
of the respondents said that the pechay, lettuce, carrots, bell pepper and chayote tops are
expensive and only few said that the price is average.
Table 7. Importance of price to the respondents
ITEM
FREQUENCY
PERCENT
Very much
8
8
Much
22
22
Not important
70
70
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
20
Table 8. Comments on price of organic vegetables
VEGETABLES
AVERAGE
EXPENSIVE
F
%
F
%
Pechay
33
33
67
67
Lettuce
21
21
79
79
Carrots
16
16
84
84
Bell Pepper
29
29
71
71
Chayote Tops
9
9
91
91
Reasons in Purchasing
Table 9 shows the reason in purchasing organic vegetables. The table shows that
there are seventy-eight respondents agree in the reason that vegetables are most important
of daily dish and there are twenty-two answers in neutral.
Seventy-eight of the respondents agrees that organic vegetables are good sources
of essential vitamins and minerals as well as dietary fiber and twenty-three are neutral.
Five respondents disagree that organic vegetables contains various medical and
therapeutic agent. Sixty-nine of the respondents agree and twenty-six are neutral.
There are seven respondents disagree that organically grown vegetable are
healthier, twenty-five neutral and there are sixty-eight respondents agree for this reason.
Eight of the respondents don’t care for vegetables wit imperfections even with
insect indicating that they were not sprayed, thirty are neutral and sixty-two of the
respondents look for vegetables with imperfections.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
21
Sixty-seven respondents agree that conventional vegetables are less nutritious
than organic vegetables and thirty-three answers neutral.
There are thirty respondents disagree that organic vegetable are readily available
at the market, twenty-five neutral and forty-five agree.
Table 9. Reasons in purchasing organic vegetables
REASONS
DISAGREE
NEUTRAL
AGREE
Vegetables are most important part of daily dish.
0
22
78
Organic vegetables are good sources of essential vitamins
0
23
77
and minerals as well as dietary fiber.
Organic vegetables contain various medical and therapeutic
5
26
69
agents.
I believe that organically grown vegetables are healthier.
7
25
68
I look for vegetables with imperfections even with insects
8
30
62
indicating that they were not sprayed.
Conventional vegetables are less nutritious than organic
0
33
67
vegetables.
It is readily available at the market.
30
25
45
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
22
Most Important Quality Attributes
Table 10a shows the top three most important quality attributes considered by the
respondents in purchasing for each kind of vegetables such as pechay, lettuce, carrots,
bell pepper and chayote tops.
Among the ten quality attributes of vegetables, the three most important quality
attributes commonly considered by the respondents in purchasing pechay and lettuce are
pesticide free, appearance and shelf life. For carrots, respondents considered pesticide
free, appearance and origin as most importants attributes in purchasing this kind of
vegetables. Pesticide free, appearance and firmness were considered most important
attributes by respondents for chayote tops.
Table 10a. Top 3 most important attributes considered by respondents for each kind of
vegetables
QUALITY
BELL
CHAYOTE
PECHAY
LETTUCE CARROTS
ATTRIBUTES
PEPPER
TOPS
Pesticide free
x
x
x
x
x
Appearance
x
x
x
x
x
Shelflife
x
x
x
Origin
x
Firmness
x
(Please see Appendix Table A for the frequency table of the above)
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
23
Least Important Attributes
Table 10b. The table 8.b shows the three least important attributes commonly
considered by respondents are shape, variety and size for pechay, carrots and bell pepper.
For lettuce, shape, variety and price were considered least important. The attributes
considered least important for chayote tops were shape, price and color.
Table 10b. Least important attributes considered by respondents for each kind of
vegetables
QUALITY
BELL
CHAYOTE
PECHAY
LETTUCE CARROTS
ATTRIBUTES
PEPPER
TOPS
Shape
x
x
x
x
x
Variety
x
x
x
x
Size
x
x
x
x
Price
x
Color
(Please see Appendix Table A for the frequency table of the above)
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
24
Problems Encountered in Purchasing
Organic Vegetables
The problems encountered by the respondents in purchasing organic vegetables
are lack of supply, the product is too expensive, they don’t have enough money to buy for
the product, some of the vegetables were rotten and the market of organic vegetables is
far from their house.
Suggestions/Recommendations from Consumer
for the Effective Marketing of Organic Vegetables
The respondents suggested that the organic vegetables producers should have
more market outlet and more products or supply. Respondents suggested also that
organic vegetables producers should do some seminars or advertisements to let the people
know their place in the market. Nice packaging was also suggested by the consumers.
Organic vegetables producers should do something the preserve the freshness of
vegetable until it was disposed and lessen the price. The respondents also said that
organic practitioners should have certification telling that the organic vegetables they are
selling are really an organic one. Organic vegetables producers should let the consumer
visit their farm to see that they are not really using any chemicals on their farms.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study mainly describes the nature of household consumption of organic
vegetables in La Trinidad. Specifically to find out the organic vegetables consumed by
the consumers, reasons why consumer consume organic vegetable, perceptions of
consumer in purchasing organic vegetables, volume of organic vegetable purchased per
time by the respondents/consumer, problems encountered by consumers on purchasing
organic vegetable, suggestions/recommendation of consumers for the effective marketing
strategy.
There are one hundred (100) respondents of the study. All of the respondents are
organic consumers from La Trinidad, Benguet.
A survey questionnaire was used in gathering the data. Aside from the
questionnaire, a personal interview was added. The data was collected, tabulated and
analyzed using simple tools such as description analysis, frequency counts and
percentages.
Most of the respondents were female since mostly are housewives who are going
to the market. The respondents mostly at the age range of thirty-one to forty and most
college graduate. Most respondents have a household average monthly income level of
less than ten thousand.
The data shows that most of the respondents said that price is not important in
purchasing organic vegetables because they much care about their health, but then they
said organic vegetables producers should lessen the price so that they could purchase
more of the products.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
26
Results also shows the top three most important and least important quality
attributes considered by the respondents in purchasing vegetables such as pechay, lettuce,
carrots, bell pepper and chayote tops. It shows that among the ten quality attributes of
vegetables, the tree most important quality attributes commonly considered by the
respondents are pesticide free, appearance, origin and firmness. The three least important
attributes were shape, variety, size, price and color.
The results also show the problems encountered by the respondents in purchasing
organic vegetables. The problems are lack of supply, the product is too expensive, they
don’t have enough money to buy for the product some of the vegetables were ratter, and
the market of organic vegetables is far from their home.
Conclusions
Based on the results of the study, the following conclusions were made:
1. Price is not that important to the consumer in purchasing organic vegetables,
but then organic vegetable producers should lessen the price for the consumer to
purchase more of the product.
2. Most quality attributes considered by the consumer in purchasing organic
vegetables are pesticide free, appearance, shelf life, origin and firmness and the
least important are shape, size, variety, color and price.
3. Suggestion from the respondents/consumer includes the good packaging for
the product. Organic practitioners should have more outlets for market and more
supply of the product.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
27
Recommendations
1. Organic producers should have more outlet market and supply of the product.
2. Organic vegetables market should have a certificatory/assurance that the
vegetable they are selling is really an organic one.
3. Organic vegetable producer should lessen the price so that the volume of
purchase was increased.
4. Organic vegetable producer should find ways to preserve the freshness of the
product until it was disposed.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
LITERATURE CITED
ADONIS, D.C. 2005. Organic farming experiences. The case of Samuel Cabansi.
Experiences in Agricultural Production Management in Benguet. BSU La
Trinidad, Benguet. P. 9.
BARROZO, R.S. 2006. Organic standards and regulations paper presented during the
first Cordillera Organic Agricultural Congress held at Benguet State University on
January 14-16, 2006.
HALL, C. 2002. A guide to marketing organic produce. Paper presented during the
Public Consultation on Organic Agriculture Standards held at Hotel Supreme, 133
Magsaysay St. on May 2, 2002.
KITMA, C.G. 2001. Principles of organic vegetable farming “the Benguet Experience”.
LAYESE, G. C. 2006. Status of Organic Agriculture in the Philippines. Paper presented
during the first Cordillera Organic Congress held at Benguet State University.
PARDO DE TAVERA, M. 2006. Philippines Daily Inquirer. November 07, 2002. Vol.
17 No. 332. Pp. P1, P4.
PEARS, P. 2005. Rodale’s Illustrated Encyclopedia of Organic. The Complete Guide to
Natural Chemical Free Gardening. Pp. 9-14, 18.
PEARLS, P and STICKLANDS, S. 1995. Organic Gardening. The Royal Horticultural
Society. Pp. 3-5.
SEE, D. 2006. Manila Bulletin. March 30, 2006. 399 (30). P. E1.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
WACLIN, ELIZABETH B. APRIL 2007. Household Consumption of Organic
Vegetables in La Trinidad, Benguet. Benguet State University, La Trinidad, Benguet.
Adviser: Luke E. Cuangey, BS.
ABSTRACT
The study mainly describe the nature of household consumption of organic
vegetables in La Trinidad. Especially it aims to find out the organic vegetables that
consumers buy, reason why consumers consume organic vegetables, attributes of
consumers in purchasing organic vegetables, volume of organic vegetables purchased per
time by the consumers, problems encountered by consumers in purchasing organic
vegetables, suggestions/recommendations of consumer for the effective marketing
strategy of organic vegetables.
There are one hundred (100) respondents of the study. All of the respondents are
organic vegetable consumers from La Trinidad, Benguet.
The data shows that most of the respondents said that the price is not important in
purchasing organic vegetables because they much care about their health but then they
said that organic producers should lessen the price so that they could purchase more of
the products.
The results also shows that respondents encountered problem in purchasing
organic vegetables, by then, they give suggestions for the effectiveness of marketing
organic vegetables and of them are: organic producers should have more market outlet
and more products or supply. They should do some seminars or advertisements to let the
people know their place in the market and be nice and packaging. Preservation was also
suggested by the respondents and organic practitioners should have certification telling
that the organic vegetables they are selling are really an organic one.
Therefore, it is recommended that, the organic producers should have more
market outlet and more supply of the product. Organic vegetables market should have a
certificatory/assurance that the vegetables they are selling is really an organic one.
Organic vegetable producer should lessen the price so that the volume of purchase will be
increased and organic vegetable producers should find a way to preserve the freshness of
the product until it will be disposed.
ii
TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objectives of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Importance of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Limitation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Existence of Organic Farming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Growing Demand for Organic Food . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Principles of Organic Production . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Why Organic Cost more than
Commercial Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
6
Organic Vegetables and its Nutrient Content . . . . . . . . . . . . . . . . . . . . . . . .
6
Organic Farming Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Organic Production and its Benefits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
8
METHODOLOGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Locale and Time of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Repondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
iii
Data Gathered . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
Data Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
10
RESULTS AND DISCUSSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Profile of the Respondents . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
12
Common Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Organic Vegetable Eaters in the Household . . . . . . . . . . . . . . . . . . . . . . .
13
Place of Purchasing Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . .
16
Average Volume Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Frequency of Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
17
Importance of Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
18
Comments on Price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Reasons in Purchasing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Most Important Quality Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
22
Least Important Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
Problems Encountered in Purchasing
Organic Vegetables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Suggestions/Recommendations from Consumer
for the Effective Marketing of Organic Vegetables . . . . . . . . . . . . . . . . .
24
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . . . . . . . . . . . .
25
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
26
Recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
LITERATURE CITED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
28
iv
INTRODUCTION
Rationale
Organic agriculture started in ancient time and it was practice by our ancestors.
But as a result of experimentation in science, life has change. Production of both plants,
livestock and poultry is enhanced because of technology that has changed production
system. The lifestyle of people had also changed. Scientists experiment on the use of
chemicals, fertilizers and pesticides. The use of these new technologies had increased
production and control utilization of pest and diseases. These chemicals are now used by
most farmers to raise their plants. The use of this fertilizers and pesticides had caused
many negative effects to the environment, to the growers and consumers, residues in food
potentive and disrupting of non target organism.
At present some farmers are already aware of these negative effects of using
synthetic fertilizers and pesticides that they are considering the health of their consumer
and themselves.
According to Adonis (2005) an organic farming in the Philippines started to gain
acceptance of the late 1980’s by a few farmers who were satisfied with their conventional
chemical-based farming. There are now more than a thousand farmers in the country
who are producing pesticides and chemical free rice, vegetables, fruits and other food
crops through organic methods.
One of the provinces in the Philippines where organic farming gained acceptance
in Benguet particularly in La Trinidad. There are already existing organic farms and
increasing demand for organically grown vegetables. According to the owner of
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
2
Master’s Garden in La Trinidad Benguet, the demand for organically grown vegetables is
much higher than the existing volume of production.
Statement of the Problem
This study aimed to answer the questions:
1. What are the kinds of organic vegetables that consumer buy?
2. What are the reasons of consumer for consuming organic vegetables?
3. What are the attributes of consumers in purchasing organic vegetables
4. What is the volume of organic vegetables purchased per time by consumers?
5. What are the problems encountered by consumers in consuming or buying
organic vegetables?
6. What are the suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables?
Objectives of the Study
The study aimed to:
1. Find out the organic vegetables consumed by the consumers.
2. Find out reasons why consumer consumes organic vegetables.
3. Determine the attributes of consumers in purchasing organic vegetables
4. Determine the volume of organic vegetables purchase per time by consumers.
5. Determine problems encountered by consumers in purchasing organic
vegetables.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
3
6. Determine suggestions/recommendations of consumers for the effective
marketing strategy or organic vegetables.
Importance of the Study
The study aims to determine the household consumption and purchase pattern of
organic vegetables. To know the attributes of consumers about organic vegetables and
their suggestion for effective marketing of the product.
Result of this study will serves as a basis in estimating the numbers of organic
consumers and the market demand which is important in the promotion for organic
production, program planning and policy formation of the government agencies and
NGO’s supporting and promoting organic production.
Results will also be a guide or basis for further research endeavor in organic
agriculture.
Scope and Limitation
The scope of the study was limited to the organic consumers in La Trinidad,
Benguet. This study was conducted from January to February, 2007.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
REVIEW OF LITERATURE
Existence of Organic Farming
Hall (2002) organic farming has been in existence since man began utilizing
agricultural practices. Over the years organic methods gave to “conventional” methods,
characterized by the use of synthetic chemical inputs. Today however there are renewed
interest in organic farming and it is being termed by many as “alternative” method of
farming. This renewed interest is a direct result of high energy prices, increased fertilizer
cost and concerns about health.
Growing Demand for Organic Food
Barrozo (2006) consumers want assurances. Today’s consumers and retailers
want to know that the food they purchase is safe no matter where it was grown, raised
and processed. They will want to be ensured that your product has undergone methodical
surveillance. Food safety and value is the greatest challenge in today’s global food
industry. Food poisoning, adulteration and mislabeling incidents not only affect the
reputation of the company that have produced the product but also the countries in which
those products were produced.
In his documentary presented in the First Cordillera Organic Agricultural
Congress, Barrozo said that there is an expanding demand for safe and quality food.
Modem lifestyle has created ailments that are increasing in an epidemic rate which are
mostly attributed to toxin overload and stress. There is growing scientific evidence
linking modem disease with food quality and lifestyle. Organic system recognize that our
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
5
health is directly connected to the health of the food we eat. Going organic is not just
organic food - it is a way of life.
Barrozo (2006) said also that more people are choosing organic because they
think that organic food taste extremely good. Organic system aims to avoid the use of
organic chemicals, pesticides and fertilizers. Organic food is produced without the
routine use of antibiotics and without genetically modified organisms which are
prohibited in the PNS for organic food and farming. Organic systems reduce dependence
on non-renewable resources and rely on modem and scientific understanding of ecology
and soil science, while also depending on traditional methods of crop rotations to ensure
fertility and weed and pest control.
Principles of Organic Production
Layese (2006) in his paper presentation during the first Cordillera Organic
Congress, he stated the status of organic agriculture in the Philippines. He explained the
principles of organic agriculture; that in the principle of health-should sustain and
enhance the health of soil, plant animal and human as one and indivisible; the principle of
ecology-organic agriculture should be based on living ecological systems and cycles,
work with them, emulate them and sustain them; the principle of fairness-organic
agriculture should build on relationships that ensure fairness with regard to the common
environment and life opportunities; the principle of care-organic agriculture should be
managed in a precautionary and responsible manner to protect the health and well being
of current and future generations and the environment.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
6
Layese (2006) states also that the reason why go organic agriculture is that, first
and foremost because of health, these is an increasing cost of chemical based inputs,
increasing resistance of pest and diseases, decreasing farm income, declining soil fertility
and ground water contamination. He also states some facts on organic marketing
worldwide that there is a 56 % of US citizens believe organic foods are healthier, that
there is an US $2.2 billion sale value of organic fruits and vegetables in the US. 60 % of
Danes often buy organic vegetables and milk; 6 % market share for organic food in
Denmark. “Number one” teas in Egypt from SEKEM, 30 % of daily bread in and around
Munich or Germany is organic and 80-905 market share for organic baby food in
Germany.
Why Organic Cost more than Commercial Vegetables?
Consumers of naturally produce vegetables know the virtues of organic farming.
But the rest of the world that consumes commercial vegetables asks “Why is organic
produce expensive?” Compare commercially grown tomato with organic one. Visually
grown tomatoes look somewhat look alike. The difference is that organic tomatoes cost
P 90 a kilo while commercial tomatoes cost only P 60 a kilo. It would seem logical to
buy the heaper produce. They are different in quality and value (Pardo De Tavera, 2002).
Organic Vegetables and its Nutrient Content
Organic vegetables are more nutritious. Vegetables grown through organic
farming in the Cordillera Region are not only tastier but also have nutritional value higher
than commercially grown food plants. “In particular, elemental concentrations of the
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
7
tested organic food raised food plants”, said Ponciano Almonte one of the leading experts
in organic farming.
In his documentary presented in the First Organic Congress, Almonte related the
tests were conducted on snap beans, cabbage and lettuce based on nutrient content. He
said that organic snap beans have 40.5 % Cal, 60 % mg, 99.7 % K, 8.6 % Na, 22.7 % Fe
and 10 % Cu. For cabbage, the organic crops have 60 % Ca, 54.6 % Mg, 148.3 % K,
20.4 % Na, 13 % Mn, 94 % Fe and 48 % Cu. Values compared to inorganics, 17.5 % Ca,
15.6 % Mg, 53.7 % K, 0.8 % Na, 2 % Mn, 20 % Fe and 0.4 % Cu. The documentary
showed that the same trend was observed in lettuce and other crops. Almonte said that
organic farming is providing to be competitive and capable of providing farm products of
good quality (See, 2006).
Organic Farming Development
Kitma (2001) Organic farming and food is receiving increasing attention from
consumer farming and environmental organizations, the public as well as the
government. The demand for organic products has increased over recent years beyond the
present domestic production capacity
Organic farming has developed in response to intensification in other sectors of
agriculture. The first organic farm developed in the 1930’s when the first signs of
agricultural intensification appeared in chemical inputs became more prevalent. This
intensification accelerated during and after WWII in response to an acute need to increase
food production across Europe. High production was encourage by government policy
and subsequently by the production boosting subsidies of the CAP, and was facilitated by
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
8
the development of new techniques of crop protection and production, such as synthetic
fertilizers, herbicides and pesticides.
From the late 1960’s, however and specially in the 1970's and 1980's organic
gained momentum as consumers started showing concern about the determined
environmental impacts of intensive agriculture. During that period the number of organic
progressively rose, but remained small until the launch in 1992 of schemes specially
introduced to support organic farmers. These schemes were part of the agri-environment
measures that accompanied the 1992 MacSharry CAP reforms.
Organic Production and its Benefits
Adonis (2005) organic farming refers to agricultural production system that take
in to account the following factors: minimum reliance on artificial inputs; feeding the soil
and not the plant; food safety practices; certification of the entire production or
distribution chain and not the end product; non-use of artificial growth enhancers (in
livestock), and non-use of genetically modified organisms.
Organic farming promotes a better environment and biodiversity. This is so
because in organic farming the use of pesticides and chemical fertilizers is minimized if
not avoided. Wildlife friendly mgt. strategies and harmonious integration of agricultural
crops and livestock is also adapted.
Adonis states also that organic farming in the Philippines started to gain
acceptance in the late 1980’s by a few farmers that were dissatisfied with the
conventional chemical-based farming. There are now more than a thousand farmers in
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
9
the country who are producing pesticide and chemical-free rice, vegetables, fruits and
other food crops through organic farming methods.
One of the provinces in the Philippines that organic farming has gained
acceptance is Benguet. There are already existing organic farms and growing demand for
organically grown vegetables in Benguet. According to the owner of Master’s Garden in
La Trinidad Benguet, the demand for organically grown vegetables is much higher than
the existing volume of production.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
METHODOLOGY
Locale of Time and Study
This study was conducted in La Trinidad Benguet particularly at the public
market because it is where organic vegetables are being bought by the consumers. This
was conducted on January-February, 2004.
Figure 1 shows the area of the study.
Respondents of the Study
There were 100 respondents of the study. Respondents were the household
vegetable consumers in La Trinidad Benguet.
A questionnaire was used to gather data needed in this study. Aside from the
questionnaire, a personal interview was done added to augment and validate data.
Data Gathered
The data gathered included average income per household, average volume
purchased per time by the respondents, frequency of purchasing organic vegetables by
households, the most quality attributes preferred by the consumers in purchasing organic
vegetables, the reasons in purchasing and suggestions or recommendations in effective
marketing of organic vegetables.
Data Analysis
The data gathered were tabulated and analyzed using simple tools such as
description analysis, frequency counts and percentages.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
11
Figure 1. Map of La Trinidad showing the location of the area studied
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
RESULTS AND DISCUSSION
Profile of the Respondents
Table 1 shows the data on sex, age, educational attainment, civil status,
occupation and household average monthly income of respondents.
Sex. Forty-four (44 %) out of the one hundred respondents are male and fifty-six
(56 %) are female.
Age. Three (3 %) out of one hundred respondents are within the age bracket of
20 and below, twenty-two (22 %) are within the age bracket of 21-30, twenty-seven are
within the age bracket of 31-40, twenty-six are within the age bracket of 41-50 and
seventeen are within the age bracket of 51-60. Five respondents are within the age
bracket of 61 and above.
Educational attainment. The table shows that there are five (5 %) respondents out
of one hundred that are degree holders, forty-seven (47 %) are college graduates, twenty-
six are college level, thirteen are high school graduates and nine (9 %) are elementary
graduates.
Civil status. Table 1 shows that out of one hundred respondents, sixteen (16 %)
single, seventeen are widow, and sixty-seven (67 %) are married.
Occupation. Twenty-three (23 %) are employed fulltime, eighteen (18 %) are
self-employed and also eighteen (18 %) are farmers. There are fourteen (14 %)
respondents that are business-person, nine (9 %) are housewives and five (5 %) are
retired.
Household average monthly income. Table 1 likewise shows that thirty-eight (38
%) has an income level of less than then thousand pesos (10,000), thirty-seven (37 %) has
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
13
an income level of eleven thousand pesos to fifteen thousand pesos (11,000 – 15,000),
fourteen (14 %) respondent has an income level of sixteen thousand pesos to twenty
thousand pesos (16,000 – 20,000), nine (9 %) has an income level of twenty-one
thousand pesos to twenty-five thousand pesos (21,000 – 25,000) and two (2 %)
respondents has an income level of twenty-six thousand pesos to thirty thousand pesos
(26,000 – 30,000).
Common Organic Vegetables
Table 2 shows the common organic vegetables that consumer
consumed/purchased. Majority (97 %) of the respondents/organic consumers
purchase/consume pechay followed by chayote tops (88 %), carrots (78 %), Bell pepper
(76 %) and lettuce (68 %).
Organic Vegetable Eaters in the Household
Table 3 shows the vegetable eaters in the household. It shows that (91 %) of all
household members are eaters/consumers of organic vegetable, 5 % consumers eaters
organic vegetables alone in the family. The others, 3 % and 1 % were partners and
children respectively
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
14
Table 1. Profile of the respondents
ITEM
FREQUENCY
PERCENT
(%)
Sex
Male
44
44
Female
56
56
TOTAL
100
100
Age
20 and below
3
3
21-30
22
22
31-40
27
27
41-50
26
26
51-60
17
17
61 and above
5
5
TOTAL
100
100
Educational attainment
Elementary
9
9
High School
13
13
College Level
26
26
College Graduate
47
47
Degree Holder
5
5
TOTAL
100
100
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
15
Table 1. Continuation…
ITEM
FREQUENCY
PERCENT
(%)
Civil status
Single
16
16
Married
67
67
Widow
17
17
TOTAL
100
100
Occupation
Housewife
9
9
Farmers
18
18
Self-employed
18
18
Employed part-time
13
23
Employed fulltime
23
13
Business person
14
14
Retired
5
5
TOTAL
100
100
Household Average Monthly Income
Less than PhP 10,000
38
38
10,000 – 15,000
37
37
15,001 – 20,000
14
14
20,001 – 25,000
9
9
25,001 – 30,000
2
2
TOTAL
100
100
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
16
Table 2. Common organic vegetables purchased by the respondents
VEGETABLES
FREQUENCY
PERCENTAGE
(%)
Pechay
97
97
Lettuce
68
68
Carrots
78
78
Bell Pepper
76
76
Chayote Tops
88
88
Table 3. Vegetable eaters in the household
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Only mother
5
5
Father
3
3
Children
1
1
All household members
91
91
Place of Purchasing Organic Vegetables
Table 4 shows the place of purchasing organic vegetables. Majority (90 %) of the
respondents buy organic vegetables at the LaTOPMPC, 3 % of the respondents buy at the
branch of LaTOPMPC and 7 % hot their organic vegetables to the organic producers.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
17
Table 4. Place of purchasing organic vegetables
PARTICULAR
FREQUENCY
PERCENTAGE (%)
LaTOPMPC
90
90
Branch of LaTOPMPC
3
3
Organic Farmers
7
7
Average Volume Purchase
The Table 5 shows the average volume purchased per time by the respondents. It
shows that respondents/organic consumer purchase 1.2 kg once a week, 1.06 kg twice a
week, 1.07 kg thrice a week and 5kg everyday. Lettuce has an average volume of 1 kg
once a week, carrots (0.8 kg), bell pepper (0.88 kg) and chayote (1.5 kg).
Frequency of Purchase
Table 6 shows the frequency of purchase on organic vegetables. Purchase
frequency is categorized as: once a week, twice a week, thrice a week, and everyday.
Majority of the respondents purchase vegetables once a week and twice a week and only
few purchase thrice a week and only pechay and chayote tops are purchased everyday by
the respondents.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
18
Table 5. Frequency of purchasing organic vegetables
ONCE A
TWICE A
THRICE A
VEGETABLES
EVERYDAY
WEEK
WEEK
WEEK
Pechay
55
29
13
3
Lettuce
47
16
5
0
Carrots
49
19
10
0
Bell Pepper
50
18
8
0
Chayote Tops
52
21
11
4
Table 6. Average volume purchase per time by the respondents (kg)
ONCE A
TWICE A
THRICE A
VEGETABLES
EVERYDAY
WEEK
WEEK
WEEK
Pechay
1.50
1.06
1.07
1.00
Lettuce
1.00
0.66
0.56
0
Carrots
0.80
0.62
0.45
0
Bell Pepper
0.88
0.56
0.50
0
Chayote Tops
1.50
1.00
0.82
0.75
Importance of Price
Table 7 shows the importance of price to the respondents. There are twenty-two
(22) out of one hundred respondents said that price is much important. Eight out of one
hundred respondents said that price is very much important. They said that organic
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
19
vegetables are very expensive and they don’t have enough money to buy for it. Seventy
respondents said that price is not important because they much care for their health but
they said also that the organic vegetable is expensive, and they also said that the seller
should see to it that the price is affordable.
Comments on Price
Table 8 shows the comments of respondents on the price of organic vegetables.
Since one-fourth (1/4) kilogram of vegetables cost 25 pesos, the table shows that majority
of the respondents said that the pechay, lettuce, carrots, bell pepper and chayote tops are
expensive and only few said that the price is average.
Table 7. Importance of price to the respondents
ITEM
FREQUENCY
PERCENT
Very much
8
8
Much
22
22
Not important
70
70
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
20
Table 8. Comments on price of organic vegetables
VEGETABLES
AVERAGE
EXPENSIVE
F
%
F
%
Pechay
33
33
67
67
Lettuce
21
21
79
79
Carrots
16
16
84
84
Bell Pepper
29
29
71
71
Chayote Tops
9
9
91
91
Reasons in Purchasing
Table 9 shows the reason in purchasing organic vegetables. The table shows that
there are seventy-eight respondents agree in the reason that vegetables are most important
of daily dish and there are twenty-two answers in neutral.
Seventy-eight of the respondents agrees that organic vegetables are good sources
of essential vitamins and minerals as well as dietary fiber and twenty-three are neutral.
Five respondents disagree that organic vegetables contains various medical and
therapeutic agent. Sixty-nine of the respondents agree and twenty-six are neutral.
There are seven respondents disagree that organically grown vegetable are
healthier, twenty-five neutral and there are sixty-eight respondents agree for this reason.
Eight of the respondents don’t care for vegetables wit imperfections even with
insect indicating that they were not sprayed, thirty are neutral and sixty-two of the
respondents look for vegetables with imperfections.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
21
Sixty-seven respondents agree that conventional vegetables are less nutritious
than organic vegetables and thirty-three answers neutral.
There are thirty respondents disagree that organic vegetable are readily available
at the market, twenty-five neutral and forty-five agree.
Table 9. Reasons in purchasing organic vegetables
REASONS
DISAGREE
NEUTRAL
AGREE
Vegetables are most important part of daily dish.
0
22
78
Organic vegetables are good sources of essential vitamins
0
23
77
and minerals as well as dietary fiber.
Organic vegetables contain various medical and therapeutic
5
26
69
agents.
I believe that organically grown vegetables are healthier.
7
25
68
I look for vegetables with imperfections even with insects
8
30
62
indicating that they were not sprayed.
Conventional vegetables are less nutritious than organic
0
33
67
vegetables.
It is readily available at the market.
30
25
45
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
22
Most Important Quality Attributes
Table 10a shows the top three most important quality attributes considered by the
respondents in purchasing for each kind of vegetables such as pechay, lettuce, carrots,
bell pepper and chayote tops.
Among the ten quality attributes of vegetables, the three most important quality
attributes commonly considered by the respondents in purchasing pechay and lettuce are
pesticide free, appearance and shelf life. For carrots, respondents considered pesticide
free, appearance and origin as most importants attributes in purchasing this kind of
vegetables. Pesticide free, appearance and firmness were considered most important
attributes by respondents for chayote tops.
Table 10a. Top 3 most important attributes considered by respondents for each kind of
vegetables
QUALITY
BELL
CHAYOTE
PECHAY
LETTUCE CARROTS
ATTRIBUTES
PEPPER
TOPS
Pesticide free
x
x
x
x
x
Appearance
x
x
x
x
x
Shelflife
x
x
x
Origin
x
Firmness
x
(Please see Appendix Table A for the frequency table of the above)
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
23
Least Important Attributes
Table 10b. The table 8.b shows the three least important attributes commonly
considered by respondents are shape, variety and size for pechay, carrots and bell pepper.
For lettuce, shape, variety and price were considered least important. The attributes
considered least important for chayote tops were shape, price and color.
Table 10b. Least important attributes considered by respondents for each kind of
vegetables
QUALITY
BELL
CHAYOTE
PECHAY
LETTUCE CARROTS
ATTRIBUTES
PEPPER
TOPS
Shape
x
x
x
x
x
Variety
x
x
x
x
Size
x
x
x
x
Price
x
Color
(Please see Appendix Table A for the frequency table of the above)
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
24
Problems Encountered in Purchasing
Organic Vegetables
The problems encountered by the respondents in purchasing organic vegetables
are lack of supply, the product is too expensive, they don’t have enough money to buy for
the product, some of the vegetables were rotten and the market of organic vegetables is
far from their house.
Suggestions/Recommendations from Consumer
for the Effective Marketing of Organic Vegetables
The respondents suggested that the organic vegetables producers should have
more market outlet and more products or supply. Respondents suggested also that
organic vegetables producers should do some seminars or advertisements to let the people
know their place in the market. Nice packaging was also suggested by the consumers.
Organic vegetables producers should do something the preserve the freshness of
vegetable until it was disposed and lessen the price. The respondents also said that
organic practitioners should have certification telling that the organic vegetables they are
selling are really an organic one. Organic vegetables producers should let the consumer
visit their farm to see that they are not really using any chemicals on their farms.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study mainly describes the nature of household consumption of organic
vegetables in La Trinidad. Specifically to find out the organic vegetables consumed by
the consumers, reasons why consumer consume organic vegetable, perceptions of
consumer in purchasing organic vegetables, volume of organic vegetable purchased per
time by the respondents/consumer, problems encountered by consumers on purchasing
organic vegetable, suggestions/recommendation of consumers for the effective marketing
strategy.
There are one hundred (100) respondents of the study. All of the respondents are
organic consumers from La Trinidad, Benguet.
A survey questionnaire was used in gathering the data. Aside from the
questionnaire, a personal interview was added. The data was collected, tabulated and
analyzed using simple tools such as description analysis, frequency counts and
percentages.
Most of the respondents were female since mostly are housewives who are going
to the market. The respondents mostly at the age range of thirty-one to forty and most
college graduate. Most respondents have a household average monthly income level of
less than ten thousand.
The data shows that most of the respondents said that price is not important in
purchasing organic vegetables because they much care about their health, but then they
said organic vegetables producers should lessen the price so that they could purchase
more of the products.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
26
Results also shows the top three most important and least important quality
attributes considered by the respondents in purchasing vegetables such as pechay, lettuce,
carrots, bell pepper and chayote tops. It shows that among the ten quality attributes of
vegetables, the tree most important quality attributes commonly considered by the
respondents are pesticide free, appearance, origin and firmness. The three least important
attributes were shape, variety, size, price and color.
The results also show the problems encountered by the respondents in purchasing
organic vegetables. The problems are lack of supply, the product is too expensive, they
don’t have enough money to buy for the product some of the vegetables were ratter, and
the market of organic vegetables is far from their home.
Conclusions
Based on the results of the study, the following conclusions were made:
1. Price is not that important to the consumer in purchasing organic vegetables,
but then organic vegetable producers should lessen the price for the consumer to
purchase more of the product.
2. Most quality attributes considered by the consumer in purchasing organic
vegetables are pesticide free, appearance, shelf life, origin and firmness and the
least important are shape, size, variety, color and price.
3. Suggestion from the respondents/consumer includes the good packaging for
the product. Organic practitioners should have more outlets for market and more
supply of the product.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
27
Recommendations
1. Organic producers should have more outlet market and supply of the product.
2. Organic vegetables market should have a certificatory/assurance that the
vegetable they are selling is really an organic one.
3. Organic vegetable producer should lessen the price so that the volume of
purchase was increased.
4. Organic vegetable producer should find ways to preserve the freshness of the
product until it was disposed.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
LITERATURE CITED
ADONIS, D.C. 2005. Organic farming experiences. The case of Samuel Cabansi.
Experiences in Agricultural Production Management in Benguet. BSU La
Trinidad, Benguet. P. 9.
BARROZO, R.S. 2006. Organic standards and regulations paper presented during the
first Cordillera Organic Agricultural Congress held at Benguet State University on
January 14-16, 2006.
HALL, C. 2002. A guide to marketing organic produce. Paper presented during the
Public Consultation on Organic Agriculture Standards held at Hotel Supreme, 133
Magsaysay St. on May 2, 2002.
KITMA, C.G. 2001. Principles of organic vegetable farming “the Benguet Experience”.
LAYESE, G. C. 2006. Status of Organic Agriculture in the Philippines. Paper presented
during the first Cordillera Organic Congress held at Benguet State University.
PARDO DE TAVERA, M. 2006. Philippines Daily Inquirer. November 07, 2002. Vol.
17 No. 332. Pp. P1, P4.
PEARS, P. 2005. Rodale’s Illustrated Encyclopedia of Organic. The Complete Guide to
Natural Chemical Free Gardening. Pp. 9-14, 18.
PEARLS, P and STICKLANDS, S. 1995. Organic Gardening. The Royal Horticultural
Society. Pp. 3-5.
SEE, D. 2006. Manila Bulletin. March 30, 2006. 399 (30). P. E1.
Household Consumption of Organic Vegetables
in La Trinidad, Benguet / Elizabeth B. Waclin. 2007
Document Outline
- Household Consumption of Organic Vegetables in La Trinidad, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Limitation
- REVIEW OF LITERATURE
- Existence of Organic Farming
- Growing Demand for Organic Food
- Principles of Organic Production
- Why Organic Cost more than Commercial Vegetables?
- Organic Vegetables and its Nutrient Content
- Organic Farming Development
- Organic Production and its Benefits
- METHODOLOGY
- Locale of Time and Study
- Respondents of the Study
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Profile of the Respondents
- Common Organic Vegetables
- Organic Vegetable Eaters in the Household
- Place of Purchasing Organic Vegetables
- Average Volume Purchase
- Frequency of Purchase
- Importance of Price
- Comments on Price
- Reasons in Purchasing
- Most Important Quality Attributes
- Least Important Attributes
- Problems Encountered in PurchasingOrganic Vegetables
- Suggestions/Recommendations from Consumerfor the Effective Marketing of Organic Vegetables
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED