BIBLIOGRAPHY SUBION, JORDAN B. 2013....
BIBLIOGRAPHY
SUBION, JORDAN B. 2013. Knowledge & Attitudes of Consumers/Buyers at the
BSU Organic Market on BSU Organic Products. Benguet State University, La Trinidad,
Benguet.
Adviser: Julia A. Solimen, PhD.
ABSTRACT
The study was conducted to determine the profile of the consumers/buyers on BSU
organic products; determine the reasons why buyers consumed BSU organic products;
determine the attitudes and knowledge of buyers/consumers on organic products at BSU
organic market; and to identify the factors considered in buying BSU organic products.
The study considered 40 respondents who consumed/buy BSU organic products at
the BSU organic market. A survey questionnaire was the primary tool used to obtained
data. And the data and information gathered were tabulated and analyzed using descriptive
statistical tool such as frequency count and percentage.
The findings of the study showed that the respondents were at middle age, married,
literate, Roman Catholic, had fewer children and with lower income.
Most of the respondents consumed/bought a variety of organically grown
vegetables. The major reasons why respondents were determined to purchase BSU organic
products was because they believed that BSU organic products are safe and has less
contamination with pesticides and insecticides, BSU organic products are delicious and
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
taste better; organic products are healthier and with higher nutritional value compared to
conventional food products.
Majority of the respondents would continue to purchase BSU organic products even
if price increases. But most of the respondents will increase their level of trust towards
organic products if it has an official organic stamp and if it has scientific bases attached to
the package of the product.
The respondents’ major reasons and motivations to purchase BSU organic products
were because it is safe, it is healthy, taste good, it has a high quality, it is fresh and other
reasons and motivations are to support the local or small farmers, protect animal welfare,
support organic movement or sustainable organically grown vegetable, positive image,
saving resources and fashion.
The factors influencing the respondents to purchase organic products were influenced
primarily by health benefits, through the advertisement from media, news paper/ magazines
about the good effects of consuming organic products, it was their lifestyle, and they were
into vegetarian diet.
It is recommended that farmers should be encouraged to practice organic farming and
that organic products should be affordable to everybody. Organic logo/stamp should be
included in the organic product packaging. Continued massive information dissemination
on benefits of organic products and sustainability of quality of organic products are
encouraged.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
RESULTS AND DISCUSSION
Socio-Economic Profile of the Respondents
Table 1 shows the profile of the respondents which include: gender, age, civil
status, educational attainment, religion, number of children and monthly income.
Gender. As shown in Table 1, 63% of the respondents are females while 37% are
males.
The findings indicates that more females are patronizing organically grown
vegetables which confirm the findings of Misra et al., (1991) as cited by Todiano (2010),
that female consumers were more inclined to purchase organic food than males. Similarly
with Huang et al., (1990) and Huang (1993, 1996) as cited by Anderson (2004), reported
that females were more willing to pay premium for pesticide free food.
Age. Table 1 shows that sixty five percent of the respondents belong to the age
bracket of 21-40, the rest belong to the higher age brackets. This confirms the study of
Todiano (2010) that most of the consumers of organically grown vegetables are the middle
aged people.
Civil Status. Sixty three percent of the respondents were married while the rest were
either single or widower. The findings confirm with the study of Todiano (2010) that most
of the consumers of organic vegetables were married and few were single.
Educational Attainment. Table 1 further shows that all of the respondents are
literate. Mostly have college education (55%).
The findings could be expounded from the study of Bugge et al., (1995) as cited
by Anderson (2004) that higher-educated consumers displayed more willingness to
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
purchase organic foods and (Dettmann, 2008) that household with some college education
were more likely to purchased organic produce.
Number of children. As shown in Table 1, the average number of respondents with
children from 1-4 is 26 or 65%. This was followed by without children while few have 5-
8 children.
The findings negate the study of Govindasamy et al.,(2001) as cited by Dettmann
(2008) that consumers with three or more children were less likely to buy organic produce
but it also confirms the experiment of Wang and Sun (2003) that consumers with smaller
households were most likely to purchase organic produce.
Religion. Table 1 shows that most of the respondents are from Christian
Denominations.
Income per month. Table 1 shows that majority of the respondents have income
below P10, 000 per month. Only 5% had an income of P16, 000 to P20, 000. The findings
imply that consumers of organic vegetables sold at BSU organic market are affordable for
average income earners.
Table 1. Socio-demographic profile of the respondents
PERCENTAGE
PROFILE
FREQUENCY
(%)
Gender
Female
25
38
Male
15
62
TOTAL
40
100
Age
21 to 30
10
25
31 to 40
14
35
41 to 50
7
18
51 to 60
6
15
61 to 70
3
7
TOTAL
40
100
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 1 continued…
Civil Status
Single
14
35
Married
25
63
Widow
1
2
TOTAL
40
100
Educational Attainment
College Graduate
22
55
College Level
6
15
HighSchool
4
10
Graduate
3
8
High School Level
2
5
Elementary
2
5
Graduate
1
2
Elementary Level
Vocational Course
TOTAL
40
100
Religion
Anglican
5
13
Assembly of God
6
15
Baptist
6
15
Jehovah Witnesses
2
5
Iglesia ni Cristo
3
7
Roman Catholic
14
35
UCCP
4
10
TOTAL
40
100
Number of Children
0
9
23
1 to 2
12
30
3 to 4
14
35
5 to 6
3
7
7 to 8
2
5
TOTAL
40
100
Income per Month
₱ 5,000 and below
15
38
₱ 6,000 to ₱ 10,000
12
30
₱ 11,000 to ₱ 15,000
5
12
₱ 16,000 to ₱ 20,000
2
5
₱ 21,000 and above
6
15
TOTAL
40
100
Frequency of Purchase of BSU Organic Products by the Respondents. Table 2
indicates that among 40 respondents, 16 respondents or 40% of them often purchase
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 2. Frequency of purchased of BSU organic products by respondents
TIMES
FREQUENCY
PERCENTAGE (%)
Three times a week
16
40
Once a week
13
33
Once a month
6
15
Few times a year
5
12
TOTAL
40
100
organic vegetables three times a week; 33% purchased once a week; and the rest was either
less than a month/year.
The results shows that more people are consuming organic products more often and
this imply that organic foods are already a part of the food table of the respondents.
Organically Grown Vegetables Purchased. Table 3 shows that most of the leafy
vegetables purchased by respondent includes lettuce (73), Cabbage (58%), Polonsia (45%)
while the non-leafy vegetables mostly purchase were beans (63%), Broccoli (53%). The
result indicates that the respondents purchase a variety of organically grown vegetables.
The finding indicates that more people are fond of consuming leafy and non-leafy
vegetables. And basically as the study conducted by Padel and Foster (2005) the term
"organic" have been associated with fresh fruit and vegetables and tended not to mention
other products (meat, dairy products, etc.).
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 3. Organically grown vegetables consumed/purchased by the respondents
ORGANIC VEGETABLE
FREQUENCY
PERCENTAGE (%)
Leafy Vegetables
Lettuce
29
73
Cabbage
23
58
Polonsai
18
45
Spinach
17
43
Non Leafy Vegetables
Carrot
8
20
Beans
25
63
Tomato
14
35
Garden Pea
13
33
Broccoli
21
53
Cauliflower
11
28
Potato
10
25
* Multiple Response
However, the study of (Chinnici et al.,2002) stated that the types of organic produce
most frequently consumed were fresh fruit, fresh vegetables, cereals and cereal products,
milk and dairy products and meat.
Reasons for Purchasing BSU Organic Products. Table 4 shows that the major
reasons given by the respondents why they purchase organic products were because they
are safe with less contamination from pesticides (88%); organic products are delicious and
taste better (80%); organic products are healthier and with higher nutritional value
compared to conventional food products (73%); higher quality (63%); higher level of
guarantee and control (58%); and the other reasons are to support environmental friendly-
agriculture and against pollution & damaged of environment; good packaging; and organic
is cheaper than other organic market outlets.
The findings implies that the consumer’s knowledge about organic products reflect
a general concept of an organic food products which is first coined in the 1940’s and is
refer to food raised, grown and store and/or processed without the use of synthetically
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
produced chemicals or fertilizers, herbicides, pesticides, fungicides, growth hormones and
regulators or generic modification, (Salleh 2010). The findings also is not far from the
study of Batte, Beaverson and Hooker (2003) that the respondents primary reason of
buying organic was nutrition and next prevalent reason was for pesticide-free food, a desire
to support environmentally-friendly agriculture and finally a suggestion that organic food
taste better. While Benbrooke (2003) on the other hand stated that food safety will continue
to drive the demand for organic foods.
Table 4. Reasons why the respondents purchase BSU organic product
REASONS
FREQUENCY
PERCENTAGE (%)
Delicious and tastes better
32
80
Safe and less contamination
with pesticides/insecticides
35
88
Healthier and with higher
nutritional value compared to
conventional food products
29
73
BSU organic product is cheaper
than other organic market outlet
10
25
They are with higher quality
25
63
They have good packaging
15
38
They offer a higher level of
guarantee and control
23
58
I’m supporting environmental
friendly agriculture and against
18
45
pollution and damaged of
environment
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Attitudes and Knowledge of Buyers
of BSU Organic Market Towards
Organic Products
Perceptions of buyers/consumers of organic products at BSU organic market.
Consumers’ actions regarding organic food stem from attitudes that in turn, are linked to a
complex set of ideas, motivations and experiences. Beliefs and perceptions are highly
subjective notions because they reflect opinions about the objective state of the world
(Fishbein and Ajzein, 1975 as cited by Saleki, 2012).
Table 5. Perceptions of the respondents about organic products
Strongly
Strongly
Ideas/Concepts
Agree
Disagree
Agree
Disagree
F
%
F
%
F
%
F
%
a. Produce without chemicals and
pesticides
25
63
14
35
1
2
b. Produce with environment-friendly
techniques
18
45
22
55
c. More natural foods
12
30
25
63
3
7
d. Healthier foods
21
53
15
37
4
10
e. They are fashion/new trends
15
18
28
70
5
12
f. They are more difficult to find
10
25
27
68
3
7
g. They have a better flavor/smell
7
17
27
68
h. They produce less toxic and
dangerous waste
11
28
20
50
9
22
i. They are more expensive
5
13
9
22
24
60
2
5
j. They don’t last long
7
18
28
70
5
12
k. They don’t look as good
5
12
29
73
6
15
l. They are fraud
1
2
27
68
12
30
m. They are worse than conventional
27
68
13
32
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 5 shows the concepts and ideas of consumers toward organic products from
which majority of the respondents strongly agreed that organic products were produce
without chemicals & pesticides (63%); strongly agreed (45%) and 55% agreed that it was
produced with environment-friendly techniques; most of the respondent also agreed that is
it more natural (63%); while 53% strongly agreed as healthier food; and most of them
agreed that it has better flavor and smell and 50% agreed that they produce less toxic and
dangerous waste while others strongly agreed on it and a few disagreed.
Generally, the finding shows a positive attitude of respondents about organic food
products. It also implies an awareness of the respondents towards concepts and ideas about
organic products. The results also confirms with the other Results of studies that consumers
have positive attitudes towards organic products where one of the most common mentioned reason
for purchasing organic products was it is perceived as healthier than conventional alternatives
(Chinnici et al.,2002; Harper and Makatouni, 2002).
Methods to increase their level of trust towards products claim to be organic. Table
6 shows that 68 percent of the respondents would increase their level of trust if it has an
official organic stamp and 32 percent said that if it has IGSS attached to the package of the
product.
The finding implies that consumers rely on based facts and visual evidences to
increase trust of products they are purchasing and consuming. Because according to
Giannakas, 2002 as cited by Zepeda, 2006, organic products are credence goods,
consumers (unlike producers who are aware that their products are organic) may not know
whether a product is produced using organic or conventional methods, not even after
repeated purchase and consumption, unless they are told so.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 6. Methods that would increase level of trust of respondents towards products claim
to be organic
METHODS
FREQUENCY
PERCENTAGE (%)
If it has Organic Certification
Standard attached to package of
product
13
32
If it was endorsed by celebrity
0
0
If the brand is well known
0
0
If it has an official organic stamp
27
68
TOTAL
40
100
The result also confirms with the study of Todiano (2010) that brand names become
the least concern of consumers. The result also implies that respondents are less likely to
be influence by celebrity endorsement of organic products. On the other hand, Frederick
and Salter (1995) explained that it can be ensured that a customer is satisfied by taking into
importance the customer value package, which includes: price, product quality, service
quality, innovation, and corporate image.
Factors influencing the respondents to purchase organic products. Table 7 shows
that the major factors that influences the respondents to purchase organic products are
health benefits (90%); advertisement from media, news paper, magazines about the good
effects of consuming organic products (75%); lifestyle: they are into vegetarian diet (70%);
while other factors includes: friends/colleagues, neighbors testify that BSU organic foods
are likely good and healthy; BSU organic products taste better than conventional food
products; family members are consuming BSU organic foods; and they have enough
resources to buy organic foods.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
The result shows that the major factor that influences the respondents to purchase
organic products is because they are much concern on their health. Hence, this implies that
people are becoming more health conscious which is now apparent trend due to the increase
incidence of lifestyle diseases from which food is concern as it also influences them to go
for vegetarian diet. Secondly, advertisements from media, newspaper and magazines about
benefits and good effects of consuming organic products is still an important factor in
influencing people to consume and purchase organic products. On the other hand, having
enough or not enough resources to buy organic food is not a big issue or factor that could
influence people to purchase organic products.
Kortbech-Olesen (2002) stated that one of the main factors behind the very positive
growth expectations in organic foods is a strong and increasing consumer awareness of
health and environmental issues.
According to Saleki, 2012, Cultural, social and personal factors are always
considered to be the major forces influencing consumers’ buying behavior. An individual’s
values, perceptions, preferences and behaviors in a direct or indirect way are significantly
influenced by reference groups (family, friends, neighbors, and co-workers) to which they
belong. Such reference groups expose an individual to new behaviors and lifestyles, and
often have an effect on their attitudes, products or brand choices. Family is considered to
be one of the most important consumer buying groups in the society. It is thus very
important for the marketers to identify the roles and influence of the family members in
the purchase of products. Marketers may accurately address their marketing messages, only
if they fully understand who of the family members is a leader and has direct influence on
the buying decisions.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 7. Factors influencing respondents to purchase organic products
FACTORS
FREQUENCY
PERCENTAGE (%)
Advertisement
from
media,
newspaper, magazine about the
benefits of consuming organic
products
30
75
Family members are consuming
BSU organic products
13
33
BSU organic products taste better
than conventional food products
16
40
Health benefits
36
90
Friends/colleagues/neighbors testify
that BSU organic food are likely
good and healthy
25
63
Have enough resources to buy
organic foods
7
18
Lifestyle: I’m into vegetarian diet
28
70
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study deals mainly on the knowledge and attitudes of consumers/buyers at the
BSU organic market on BSU organic products. The study was conducted to determine the
profile of the consumers/buyers of BSU organic products; why buyers consumed BSU
organic products; to determine the attitudes and knowledge of consumers /buyers of
organic products at BSU organic market; and to identify the factors considered in buying
BSU organic products.
The consumers/buyers of the BSU organic products are mostly middle age, female,
married, literates, Roman Catholic, fewer children (3 to 4) and lower average income of
Php 10,000 & below.
Most of the respondents bought lettuce and beans and most of the consumers are
willing to purchase organically grown vegetables even with an increase of price. And most
of the respondents would buy organic products at BSU organic market several times a
week.
Majority of the respondent’s reasons why they purchased organic products at BSU
organic market are because it is safe and less contamination with pesticides/insecticides
(87.5%), it delicious and taste better (80%), healthier and with higher nutritional value
compared to conventional food products (72.5%), with higher quality (62.5%), offer a
higher level of guarantee and control (57.5%).
With regards to attitudes and knowledge of consumers to organic products, majority
of them has a positive attitude towards organic products and most of them are aware of
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
what are organic produce. Most of them strongly agreed that organic products are produce
without chemicals and pesticides (62.5%), they also agreed that it was produced with
environmental-friendly techniques (55%), majority agreed that it is more natural (62.5%)
and strongly agreed as healthier foods (52.5%), while they majority disagreed that it is a
fashion/new trends(67.5%), more difficult to find(67.5%), more expensive(60%), don’t last
long (70%), don’t look as good (72.5), a fraud (67.5%) and worse than conventional
(67.5%).
Furthermore, the major factors that influences respondents to buy BSU organic
products were health benefits (90%), advertisement from media, newspaper, magazine
about the benefits & good effects of consuming organic products (75%), lifestyle: being
into vegetarian diet (70%), friends/colleagues/neighbors testify that BSU organic foods are
likely good and healthy (62.5%).
Conclusions
Based on the findings, the following conclusions were made:
1. The consumers of BSU organic market were mostly female, middle aged, married,
higher education, Roman Catholic, fewer children, and have low income;
2. Consumers would prefer BSU organic products because it is safe, taste better,
delicious, healthier and with higher nutritional value;
3. The consumers perception on BSU organic products were, they were produced
without chemicals & pesticides; and agreed that it was produced with environmental
friendly techniques, more natural, healthier, produce less toxic, better flavor/smell; and
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
they don’t agree that it is a fashion or trend, difficult to find, more expensive, don’t last
long, don’t look as good, fraud and worse than conventional; and,
4. Health benefits is the main factor/reason for people to buy/consume BSU organic
products.
Recommendations
Based on the conclusions, the following recommendations were derived:
1. Farmers are more encouraged to practice organic farming and continue to produce
quality organic vegetables. The price of organically grown vegetables and products should
be affordable to everyone;
2. The use of organic stamp/logo is highly recommended to increase trust of
consumers on BSU organic products;
3. Sustainability of quality of organic product is highly encouraged and improved
techniques of organic farming to lessen .contamination or exposure of organic products to
toxins and pesticides/insecticides; and,
4. Continues use of different mass communication tools such as media, radio,
magazines and newspapers to encouraged consumption of organic products and its benefits
and advantages is highly recommended.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
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Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
SUBION, JORDAN B. 2013. Knowledge & Attitudes of Consumers/Buyers at the
BSU Organic Market on BSU Organic Products. Benguet State University, La Trinidad,
Benguet.
Adviser: Julia A. Solimen, PhD.
ABSTRACT
The study was conducted to determine the profile of the consumers/buyers on BSU
organic products; determine the reasons why buyers consumed BSU organic products;
determine the attitudes and knowledge of buyers/consumers on organic products at BSU
organic market; and to identify the factors considered in buying BSU organic products.
The study considered 40 respondents who consumed/buy BSU organic products at
the BSU organic market. A survey questionnaire was the primary tool used to obtained
data. And the data and information gathered were tabulated and analyzed using descriptive
statistical tool such as frequency count and percentage.
The findings of the study showed that the respondents were at middle age, married,
literate, Roman Catholic, had fewer children and with lower income.
Most of the respondents consumed/bought a variety of organically grown
vegetables. The major reasons why respondents were determined to purchase BSU organic
products was because they believed that BSU organic products are safe and has less
contamination with pesticides and insecticides, BSU organic products are delicious and
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
taste better; organic products are healthier and with higher nutritional value compared to
conventional food products.
Majority of the respondents would continue to purchase BSU organic products even
if price increases. But most of the respondents will increase their level of trust towards
organic products if it has an official organic stamp and if it has scientific bases attached to
the package of the product.
The respondents’ major reasons and motivations to purchase BSU organic products
were because it is safe, it is healthy, taste good, it has a high quality, it is fresh and other
reasons and motivations are to support the local or small farmers, protect animal welfare,
support organic movement or sustainable organically grown vegetable, positive image,
saving resources and fashion.
The factors influencing the respondents to purchase organic products were influenced
primarily by health benefits, through the advertisement from media, news paper/ magazines
about the good effects of consuming organic products, it was their lifestyle, and they were
into vegetarian diet.
It is recommended that farmers should be encouraged to practice organic farming and
that organic products should be affordable to everybody. Organic logo/stamp should be
included in the organic product packaging. Continued massive information dissemination
on benefits of organic products and sustainability of quality of organic products are
encouraged.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
RESULTS AND DISCUSSION
Socio-Economic Profile of the Respondents
Table 1 shows the profile of the respondents which include: gender, age, civil
status, educational attainment, religion, number of children and monthly income.
Gender. As shown in Table 1, 63% of the respondents are females while 37% are
males.
The findings indicates that more females are patronizing organically grown
vegetables which confirm the findings of Misra et al., (1991) as cited by Todiano (2010),
that female consumers were more inclined to purchase organic food than males. Similarly
with Huang et al., (1990) and Huang (1993, 1996) as cited by Anderson (2004), reported
that females were more willing to pay premium for pesticide free food.
Age. Table 1 shows that sixty five percent of the respondents belong to the age
bracket of 21-40, the rest belong to the higher age brackets. This confirms the study of
Todiano (2010) that most of the consumers of organically grown vegetables are the middle
aged people.
Civil Status. Sixty three percent of the respondents were married while the rest were
either single or widower. The findings confirm with the study of Todiano (2010) that most
of the consumers of organic vegetables were married and few were single.
Educational Attainment. Table 1 further shows that all of the respondents are
literate. Mostly have college education (55%).
The findings could be expounded from the study of Bugge et al., (1995) as cited
by Anderson (2004) that higher-educated consumers displayed more willingness to
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
purchase organic foods and (Dettmann, 2008) that household with some college education
were more likely to purchased organic produce.
Number of children. As shown in Table 1, the average number of respondents with
children from 1-4 is 26 or 65%. This was followed by without children while few have 5-
8 children.
The findings negate the study of Govindasamy et al.,(2001) as cited by Dettmann
(2008) that consumers with three or more children were less likely to buy organic produce
but it also confirms the experiment of Wang and Sun (2003) that consumers with smaller
households were most likely to purchase organic produce.
Religion. Table 1 shows that most of the respondents are from Christian
Denominations.
Income per month. Table 1 shows that majority of the respondents have income
below P10, 000 per month. Only 5% had an income of P16, 000 to P20, 000. The findings
imply that consumers of organic vegetables sold at BSU organic market are affordable for
average income earners.
Table 1. Socio-demographic profile of the respondents
PERCENTAGE
PROFILE
FREQUENCY
(%)
Gender
Female
25
38
Male
15
62
TOTAL
40
100
Age
21 to 30
10
25
31 to 40
14
35
41 to 50
7
18
51 to 60
6
15
61 to 70
3
7
TOTAL
40
100
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 1 continued…
Civil Status
Single
14
35
Married
25
63
Widow
1
2
TOTAL
40
100
Educational Attainment
College Graduate
22
55
College Level
6
15
HighSchool
4
10
Graduate
3
8
High School Level
2
5
Elementary
2
5
Graduate
1
2
Elementary Level
Vocational Course
TOTAL
40
100
Religion
Anglican
5
13
Assembly of God
6
15
Baptist
6
15
Jehovah Witnesses
2
5
Iglesia ni Cristo
3
7
Roman Catholic
14
35
UCCP
4
10
TOTAL
40
100
Number of Children
0
9
23
1 to 2
12
30
3 to 4
14
35
5 to 6
3
7
7 to 8
2
5
TOTAL
40
100
Income per Month
₱ 5,000 and below
15
38
₱ 6,000 to ₱ 10,000
12
30
₱ 11,000 to ₱ 15,000
5
12
₱ 16,000 to ₱ 20,000
2
5
₱ 21,000 and above
6
15
TOTAL
40
100
Frequency of Purchase of BSU Organic Products by the Respondents. Table 2
indicates that among 40 respondents, 16 respondents or 40% of them often purchase
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 2. Frequency of purchased of BSU organic products by respondents
TIMES
FREQUENCY
PERCENTAGE (%)
Three times a week
16
40
Once a week
13
33
Once a month
6
15
Few times a year
5
12
TOTAL
40
100
organic vegetables three times a week; 33% purchased once a week; and the rest was either
less than a month/year.
The results shows that more people are consuming organic products more often and
this imply that organic foods are already a part of the food table of the respondents.
Organically Grown Vegetables Purchased. Table 3 shows that most of the leafy
vegetables purchased by respondent includes lettuce (73), Cabbage (58%), Polonsia (45%)
while the non-leafy vegetables mostly purchase were beans (63%), Broccoli (53%). The
result indicates that the respondents purchase a variety of organically grown vegetables.
The finding indicates that more people are fond of consuming leafy and non-leafy
vegetables. And basically as the study conducted by Padel and Foster (2005) the term
"organic" have been associated with fresh fruit and vegetables and tended not to mention
other products (meat, dairy products, etc.).
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 3. Organically grown vegetables consumed/purchased by the respondents
ORGANIC VEGETABLE
FREQUENCY
PERCENTAGE (%)
Leafy Vegetables
Lettuce
29
73
Cabbage
23
58
Polonsai
18
45
Spinach
17
43
Non Leafy Vegetables
Carrot
8
20
Beans
25
63
Tomato
14
35
Garden Pea
13
33
Broccoli
21
53
Cauliflower
11
28
Potato
10
25
* Multiple Response
However, the study of (Chinnici et al.,2002) stated that the types of organic produce
most frequently consumed were fresh fruit, fresh vegetables, cereals and cereal products,
milk and dairy products and meat.
Reasons for Purchasing BSU Organic Products. Table 4 shows that the major
reasons given by the respondents why they purchase organic products were because they
are safe with less contamination from pesticides (88%); organic products are delicious and
taste better (80%); organic products are healthier and with higher nutritional value
compared to conventional food products (73%); higher quality (63%); higher level of
guarantee and control (58%); and the other reasons are to support environmental friendly-
agriculture and against pollution & damaged of environment; good packaging; and organic
is cheaper than other organic market outlets.
The findings implies that the consumer’s knowledge about organic products reflect
a general concept of an organic food products which is first coined in the 1940’s and is
refer to food raised, grown and store and/or processed without the use of synthetically
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
produced chemicals or fertilizers, herbicides, pesticides, fungicides, growth hormones and
regulators or generic modification, (Salleh 2010). The findings also is not far from the
study of Batte, Beaverson and Hooker (2003) that the respondents primary reason of
buying organic was nutrition and next prevalent reason was for pesticide-free food, a desire
to support environmentally-friendly agriculture and finally a suggestion that organic food
taste better. While Benbrooke (2003) on the other hand stated that food safety will continue
to drive the demand for organic foods.
Table 4. Reasons why the respondents purchase BSU organic product
REASONS
FREQUENCY
PERCENTAGE (%)
Delicious and tastes better
32
80
Safe and less contamination
with pesticides/insecticides
35
88
Healthier and with higher
nutritional value compared to
conventional food products
29
73
BSU organic product is cheaper
than other organic market outlet
10
25
They are with higher quality
25
63
They have good packaging
15
38
They offer a higher level of
guarantee and control
23
58
I’m supporting environmental
friendly agriculture and against
18
45
pollution and damaged of
environment
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Attitudes and Knowledge of Buyers
of BSU Organic Market Towards
Organic Products
Perceptions of buyers/consumers of organic products at BSU organic market.
Consumers’ actions regarding organic food stem from attitudes that in turn, are linked to a
complex set of ideas, motivations and experiences. Beliefs and perceptions are highly
subjective notions because they reflect opinions about the objective state of the world
(Fishbein and Ajzein, 1975 as cited by Saleki, 2012).
Table 5. Perceptions of the respondents about organic products
Strongly
Strongly
Ideas/Concepts
Agree
Disagree
Agree
Disagree
F
%
F
%
F
%
F
%
a. Produce without chemicals and
pesticides
25
63
14
35
1
2
b. Produce with environment-friendly
techniques
18
45
22
55
c. More natural foods
12
30
25
63
3
7
d. Healthier foods
21
53
15
37
4
10
e. They are fashion/new trends
15
18
28
70
5
12
f. They are more difficult to find
10
25
27
68
3
7
g. They have a better flavor/smell
7
17
27
68
h. They produce less toxic and
dangerous waste
11
28
20
50
9
22
i. They are more expensive
5
13
9
22
24
60
2
5
j. They don’t last long
7
18
28
70
5
12
k. They don’t look as good
5
12
29
73
6
15
l. They are fraud
1
2
27
68
12
30
m. They are worse than conventional
27
68
13
32
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 5 shows the concepts and ideas of consumers toward organic products from
which majority of the respondents strongly agreed that organic products were produce
without chemicals & pesticides (63%); strongly agreed (45%) and 55% agreed that it was
produced with environment-friendly techniques; most of the respondent also agreed that is
it more natural (63%); while 53% strongly agreed as healthier food; and most of them
agreed that it has better flavor and smell and 50% agreed that they produce less toxic and
dangerous waste while others strongly agreed on it and a few disagreed.
Generally, the finding shows a positive attitude of respondents about organic food
products. It also implies an awareness of the respondents towards concepts and ideas about
organic products. The results also confirms with the other Results of studies that consumers
have positive attitudes towards organic products where one of the most common mentioned reason
for purchasing organic products was it is perceived as healthier than conventional alternatives
(Chinnici et al.,2002; Harper and Makatouni, 2002).
Methods to increase their level of trust towards products claim to be organic. Table
6 shows that 68 percent of the respondents would increase their level of trust if it has an
official organic stamp and 32 percent said that if it has IGSS attached to the package of the
product.
The finding implies that consumers rely on based facts and visual evidences to
increase trust of products they are purchasing and consuming. Because according to
Giannakas, 2002 as cited by Zepeda, 2006, organic products are credence goods,
consumers (unlike producers who are aware that their products are organic) may not know
whether a product is produced using organic or conventional methods, not even after
repeated purchase and consumption, unless they are told so.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 6. Methods that would increase level of trust of respondents towards products claim
to be organic
METHODS
FREQUENCY
PERCENTAGE (%)
If it has Organic Certification
Standard attached to package of
product
13
32
If it was endorsed by celebrity
0
0
If the brand is well known
0
0
If it has an official organic stamp
27
68
TOTAL
40
100
The result also confirms with the study of Todiano (2010) that brand names become
the least concern of consumers. The result also implies that respondents are less likely to
be influence by celebrity endorsement of organic products. On the other hand, Frederick
and Salter (1995) explained that it can be ensured that a customer is satisfied by taking into
importance the customer value package, which includes: price, product quality, service
quality, innovation, and corporate image.
Factors influencing the respondents to purchase organic products. Table 7 shows
that the major factors that influences the respondents to purchase organic products are
health benefits (90%); advertisement from media, news paper, magazines about the good
effects of consuming organic products (75%); lifestyle: they are into vegetarian diet (70%);
while other factors includes: friends/colleagues, neighbors testify that BSU organic foods
are likely good and healthy; BSU organic products taste better than conventional food
products; family members are consuming BSU organic foods; and they have enough
resources to buy organic foods.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
The result shows that the major factor that influences the respondents to purchase
organic products is because they are much concern on their health. Hence, this implies that
people are becoming more health conscious which is now apparent trend due to the increase
incidence of lifestyle diseases from which food is concern as it also influences them to go
for vegetarian diet. Secondly, advertisements from media, newspaper and magazines about
benefits and good effects of consuming organic products is still an important factor in
influencing people to consume and purchase organic products. On the other hand, having
enough or not enough resources to buy organic food is not a big issue or factor that could
influence people to purchase organic products.
Kortbech-Olesen (2002) stated that one of the main factors behind the very positive
growth expectations in organic foods is a strong and increasing consumer awareness of
health and environmental issues.
According to Saleki, 2012, Cultural, social and personal factors are always
considered to be the major forces influencing consumers’ buying behavior. An individual’s
values, perceptions, preferences and behaviors in a direct or indirect way are significantly
influenced by reference groups (family, friends, neighbors, and co-workers) to which they
belong. Such reference groups expose an individual to new behaviors and lifestyles, and
often have an effect on their attitudes, products or brand choices. Family is considered to
be one of the most important consumer buying groups in the society. It is thus very
important for the marketers to identify the roles and influence of the family members in
the purchase of products. Marketers may accurately address their marketing messages, only
if they fully understand who of the family members is a leader and has direct influence on
the buying decisions.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
Table 7. Factors influencing respondents to purchase organic products
FACTORS
FREQUENCY
PERCENTAGE (%)
Advertisement
from
media,
newspaper, magazine about the
benefits of consuming organic
products
30
75
Family members are consuming
BSU organic products
13
33
BSU organic products taste better
than conventional food products
16
40
Health benefits
36
90
Friends/colleagues/neighbors testify
that BSU organic food are likely
good and healthy
25
63
Have enough resources to buy
organic foods
7
18
Lifestyle: I’m into vegetarian diet
28
70
* Multiple Response
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This study deals mainly on the knowledge and attitudes of consumers/buyers at the
BSU organic market on BSU organic products. The study was conducted to determine the
profile of the consumers/buyers of BSU organic products; why buyers consumed BSU
organic products; to determine the attitudes and knowledge of consumers /buyers of
organic products at BSU organic market; and to identify the factors considered in buying
BSU organic products.
The consumers/buyers of the BSU organic products are mostly middle age, female,
married, literates, Roman Catholic, fewer children (3 to 4) and lower average income of
Php 10,000 & below.
Most of the respondents bought lettuce and beans and most of the consumers are
willing to purchase organically grown vegetables even with an increase of price. And most
of the respondents would buy organic products at BSU organic market several times a
week.
Majority of the respondent’s reasons why they purchased organic products at BSU
organic market are because it is safe and less contamination with pesticides/insecticides
(87.5%), it delicious and taste better (80%), healthier and with higher nutritional value
compared to conventional food products (72.5%), with higher quality (62.5%), offer a
higher level of guarantee and control (57.5%).
With regards to attitudes and knowledge of consumers to organic products, majority
of them has a positive attitude towards organic products and most of them are aware of
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
what are organic produce. Most of them strongly agreed that organic products are produce
without chemicals and pesticides (62.5%), they also agreed that it was produced with
environmental-friendly techniques (55%), majority agreed that it is more natural (62.5%)
and strongly agreed as healthier foods (52.5%), while they majority disagreed that it is a
fashion/new trends(67.5%), more difficult to find(67.5%), more expensive(60%), don’t last
long (70%), don’t look as good (72.5), a fraud (67.5%) and worse than conventional
(67.5%).
Furthermore, the major factors that influences respondents to buy BSU organic
products were health benefits (90%), advertisement from media, newspaper, magazine
about the benefits & good effects of consuming organic products (75%), lifestyle: being
into vegetarian diet (70%), friends/colleagues/neighbors testify that BSU organic foods are
likely good and healthy (62.5%).
Conclusions
Based on the findings, the following conclusions were made:
1. The consumers of BSU organic market were mostly female, middle aged, married,
higher education, Roman Catholic, fewer children, and have low income;
2. Consumers would prefer BSU organic products because it is safe, taste better,
delicious, healthier and with higher nutritional value;
3. The consumers perception on BSU organic products were, they were produced
without chemicals & pesticides; and agreed that it was produced with environmental
friendly techniques, more natural, healthier, produce less toxic, better flavor/smell; and
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
they don’t agree that it is a fashion or trend, difficult to find, more expensive, don’t last
long, don’t look as good, fraud and worse than conventional; and,
4. Health benefits is the main factor/reason for people to buy/consume BSU organic
products.
Recommendations
Based on the conclusions, the following recommendations were derived:
1. Farmers are more encouraged to practice organic farming and continue to produce
quality organic vegetables. The price of organically grown vegetables and products should
be affordable to everyone;
2. The use of organic stamp/logo is highly recommended to increase trust of
consumers on BSU organic products;
3. Sustainability of quality of organic product is highly encouraged and improved
techniques of organic farming to lessen .contamination or exposure of organic products to
toxins and pesticides/insecticides; and,
4. Continues use of different mass communication tools such as media, radio,
magazines and newspapers to encouraged consumption of organic products and its benefits
and advantages is highly recommended.
Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
Products | SUBION, JORDAN B. 2013
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Knowledge & Attitudes of Consumers/Buyers at the BSU Organic Market on BSU Organic
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