Household Consumption on Organic Vegetables in Baguio City
BIBLIOGRAPHY
BOWAKEN, SALLY B. APRIL 2007. Household Consumption on Organic
Vegetables in Baguio City. Benguet State University, La Trinidad, Benguet.
Adviser: Jo Ann Guillao, BSc
ABSTRACT
The study was conducted to determine the household consumption of organic
vegetables in Baguio City. It aimed to identify the most common purchased by
vegetables, preparation of vegetables and the place of buying organic vegetables. It also
determines the average purchase and the estimated amount spent for organic vegetables
by consumer per time. Further it also aimed to know also the reasons of consuming and
the quality attributes considered by consumers in purchasing organic vegetables.
Petchay is the most consumed vegetable by almost all of the respondents. Volume
vegetables purchases showed that petchay and lettuce have the highest average volime
when consumers buy every once a week.
All household members are consuming organic vegetables and they usually
prepare those vegetables as their main dish. Most of them buy at (La Trinidad Organic
Practitioner Multi Purpose Cooperative) LaTOPMPC, Baguio City branch and other
market outlets that sell organic vegetables.
Organic vegetables are consumed by most households because they believe that
these are good source of essential vitamins, minerals as well as dietary fiber. It contains
various medical and therapeutic agent and they are healthy and nutritious food.
Households mostly react on the high price of organic vegetables for the reason that they
can not afford to pay high price of the product.
Pesticide free, color appearance and shelf life were the most important quality
attributes considered by consumers in purchasing vegetables. Pesticide free was
considered the most important attribute in buying organic vegetables to get rid of
accumulating pesticide residue that may cause malfunction of the reproductive organ or
other organs of the body.
The respondents suggested that farmers or producers of organic vegetables should
increase market outlet of organic vegetables to cope with the consumption of households.
Government should intervene in the market by increasing incentive measures for the
producers of organic vegetables and initiating promotional activities to inform the public
of the good benefits of consuming organic vegetables. Producers or sellers of organic
vegetables must also consider some creative and innovative way of handling vegetables
to preserve their freshness and shelf life.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………..
i
Abstract ………………...……………………………………………………….
i
Table of Contents ……………………………………………………………….
iii
INTRODUCTION.
Rationale……………………………………………………………………..
1
Statement of the Problem…………………………………………………….
2
Objectives of the Study……………………………………………………...
3
Importance of the Study……………………………………………………..
3
REVIEW OF LITERATURE
Concept of Organic Farming ………………………………………………..
4
Difference Between Conventional and
Organic Production……………….................................................................
5
Benefits of Consuming Organic Vegetables ……………………………….. 5
Household Behavior on Consuming
Organic Vegetables …………………………………………………………
6
Significance of Producing Organic
Vegetables ………………………………………………………………….. 7
Promotion and Marketing of Organic Products …………………………….
8
Definition of Terms …………………………………………………………
9
iii
METHODOLOGY
Locale and Time Study……………………………………………………..
10
Respondents of the Study……………………………………………….......
10
Data Collection……………………………………………………………...
10
Data Gathered……………………………………………………………….
10
Data Analysis……………………………………………………………….
11
RESULTS AND DISCUSSION
Profile of the Respondents………………………………………………….
12
Consumption of Organic Vegetables……………………………………….
14
Consumers Habit in Preparing Vegetables…………….……………………
14
Market Outlets Where Consumers
Purchase organic vegetables………….…………………………………….. 15
Frequency of Consumption………………………………………………...
16
Estimated Amount Spent per
Vegetables……………………………........................................................... 18
Price Consideration of
Consumers………………………………………........................................... 19
Importance of Price to the Respondents…………………………………......
19
Reason of Consumers in Consuming
Organic vegetables………………………………………………………….
20
Quality Attributes of Vegetables……………..……………………………..
20
iv
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS…………..……..
23
Summary……………………………………………………………………
23
Conclusions…………………………………………………………………
24
Recommendations…………………………………………………………..
25
LITERATURE CITED……………………………………………………………
26
v
INTRODUCTION
Rationale
Whatever lifestyle we choose it is always a good choice to be healthy with our
pure and organic food. Organically produced crops and other products have been proven
to contain higher percentage of nutrient; have no pesticide residue generally taste better
and have positive benefit on the environment. Organic fruits and vegetables are produced
with the use of non-synthetic pest control that is quickly broken down by sunlight and
oxygen, instead of long lasting synthetic chemicals. However, organic products carry
chemical residues because of pesticides that are now pervasive in the ground water and
rain, but of a lower percentage than conventionally grown products (Frank, 2006).
Benefits of eating organically grown vegetables are evident. Their greatest
strength lie in minerals and vitamin content though many have appropriate percentage of
dietary fiber, and practically have high water content. The nutritional values of organic
vegetables are also good source of protein and minerals. It contain most of the elements
needed for human diet in small and large quantities like vitamin C, K P (Pro vitamin A)
and as well as B vitamins. In the case of organic vegetables grown in the Cordillera
region, it was found out that the produce are not only tastier but have nutritional value
higher than conventionally grown vegetable (Almonte, 2006).
Compared with conventional farming, organic way of producing vegetables
entails extensive use of labor, and use of natural fertilizer and pesticides. In this way, we
could experience the good effect it could give to the people and the environment as
enumerated by an organic farming practitioner in the person of Mr. Ambrosio Acosta.
Mr. Acosta owns and manages a garden in which he called “The Masters Garden”. He
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
2
also head the LaTOP cooperative in La Trinidad, Benguet, a cooperative institution that
manifested organic farming. Among the benefits that could be derived from pricing
organic farming are: preservation of the environment, minimize air water and oil
pollution, care for the health of families communities and future generation and tending
all organic garden with the soil and make him closer to nature.
With this foregoing statement, this study is therefore important as feedback
mechanism on the situation of organic vegetables consumption in general and in Baguio
City in particular. To be able to identify opportunities that will sustain the organic
vegetable industry.
Statement of the Problem
This study sought to answer the following questions:
1. What are the organic vegetables consumed by households?
2. What are the reasons of household in consuming organic vegetables?
3. What are the qualities attributes of consumers in purchasing organic vegetables?
4. What is the volume of organic vegetables purchase per time by consumers?
5. What are the problems encountered by households in consuming/buying organic
vegetables?
6. What are the suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables?
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
3
Objectives of the Study:
The objectives of the study are the following:
1. Find out the organic vegetables consumed by the consumers.
2. Find out the reasons why households consume organic vegetables.
3. Determine the quality attributes of consumers in purchasing organic vegetables.
4. Determine the volume of organic vegetables purchase per time by the consumers.
5. Determine problems encountered by consumers in consuming organic vegetables.
6. Determine suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables.
Importance of the Study
The study aims to determine the household consumption and purchase pattern of
organic vegetables. To know the quality attributes considered by consumers in
purchasing organic vegetables and their suggestion for effective marketing of this
product.
Results of the study will serve as basis in planning for organic production by
farmers and policy formulation and program on the part of government agencies; NGO’s
who are supporting in promoting organic products. Results will be a guide and basis for
further research endeavor on organic products.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
REVIEW OF LITERATURE
Concepts of Organic Farming
Organic farming has been in existence since man began utilizing agricultural
practices (Hall, 2002). Over the years organic method gave way to “conventional”
method characterized by the use of synthetic chemical inputs. Today however, there is
renewal interest in organic farming and it is being termed by many alternatives methods
of farming. These renewed interests are a direct result of high energy prices, increase in
fertilizer cost, concern about health, and usage of environment-friendly usage of inputs in
vegetable production.
Organic production takes into accounts for the minimum reliance on artificial
inputs, feeding of soil and not the plants, food safety practices, non-use of hazardous
chemical from far to distribution to marketing, certification of the entire
production/distribution chain and not the end products, non-use of artificial growth
enhancer in livestock and non-use of genetically-modified organisms. It also promotes
biodiversity in the use of pesticides and chemical fertilizer is minimized if not avoided
(Adonis et al , 2005).
Organic farming system avoids the use of the synthetic fertilizer and growth
regulators. Instead they rely on crop rotation, crop residues, animal manures, legumes,
green manures, off-farm wastes, mechanical cultivation, mineral bearing rocks and
biological pest control to maintain soil health, supply plant nutrients, and minimize insect
weeds and other pest (Sulliyan, 2006).
Organic farming according to Lampkin (1994) create integrated, humane,
environmentally and economically sustainable agricultural production system which
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
5
maximize reliance on farm – derived renewable resources and the management of
ecological and biological process and interaction so as to provide acceptable crop,
livestock and human nutrition, protection from pest and diseases, and an appropriate
return to human and other resources employed. Concerns of organic farming are; social
concern over the loss of jobs and rural population decline, environmental concern over
the loss of wildlife species and habitats, pollution and use of non renewable resources,
health concern over pesticide residue and other food quality issues.
Difference Between Conventional and
Organic Production
Kim (2006), cited some differences between organic and conventional method of
farming. In conventional farming, it makes use of commercially produced fertilizer,
conventional farming for the first time is very progressive but because of continues use
of the synthetic chemical the soil degraded and the production goes down. While in
organic farming profit is preferably high because it doesn’t require high values farm
inputs. Even though it has low and slow productivity but it sustains farm fertility but not
deteriorated soil.
Benefits of Consuming Organic Vegetables
Consumers purchasing organically grown food can taste the difference and see the
quality and virtually any organic products they buy. Regardless of minimal price
differences, consumer buys organic food not just because of competitive prices, but due
to the increased availability of organic food as seen in both grocery and organic food
specialty stores. Organically grown products are free from harmful chemicals, artificial
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
6
flavor and preservatives that ultimately cost consumer money when they purchase non-
organically grown products. You can always taste the difference between organically
grown and conventionally grown products. Eating organic foods may in fact reduce the
risk of heart attacks, strokes and cancer for individuals who obtain from consuming
products produced by conventional farming method. Biochemist are continually
researching the inherent benefits of organically grown foods and discovering the
consequences of consuming products loaded with toxins and chemicals which until
recently have only begun to be introduced to human (Anonymous, 2003).
Household Behavior on Purchasing
Organic Vegetables
Consumers are distinct on the characteristics of vegetables they purchase. They
make sure that they are buying clean and safe to eat vegetables. Consumers look for
imperfections even with insects indicating that they were not sprayed. They look for
pesticide free vegetables to avoid accumulation of pesticide residues that cause the
weakness and malfunction of organ of the body. Appearance is also important factor.
The absence of physical injuries and color like the dark green color of leafy vegetable
like pechay indicate the freshness of vegetables. High price of organic
vegetables/pesticide free are accepted if the farmers cooperative and other organization,
even government do something to ensure that prices is affordable to the majority of
consumers (Taguiling, 2001).
Household is the basic purchasing and consumption unit for most consumer good.
Their purchasing behavior is mostly influenced by cultural, social, personal and
psychological factors. Culture determines the wants of consumer s base on what the
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
7
people mostly buy eats and their belief. Social also affect because most group buy
common good and it is the choice of friend or family members. Consumers are also
influenced by personal characteristics which include occupation, age, educational status,
personality and income. Rising of income affect the purchasing power of consumers.
They could afford to buy the expensive price of organic products. But a person buying
choices are also influenced by major psychological factor, motivation, perception,
learning, belief and attitude. A need becomes a motive when it arouse to sufficient level
of intensity. A motive is a need if it sufficiently pressing to direct person to seek
satisfaction.
Significance of Producing Organic Vegetables
The research office of Benguet State University in Benguet conducted various
experiment on the use of organic and inorganic fertilizer in vegetables. Initially in 1993,
cabbage and snap beans were used. The application of organic fertilizer during the first
cropping season produced the highest yield. However, pure organic fertilizer produced a
comparable yield. For the result of snap beans, the organic fertilizer produced higher
yield over the control while, the inorganic produce the highest yield. The subsequent
study used sweet pea and potato. Organic fertilizer significantly increased the yield of
sweet pea over the inorganic fertilizer but not in potato. Pure inorganic fertilizer
produced the highest yield in potato (Barrozo, 2006).
According to dela Cruz (2004), crops that were applied with organic fertilizer
performed better compared to those crops that were grown with commercial fertilizer.
The slow release of nutrients from the animal manure minimizes the nutrients losses in
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
8
the soil resulting to the efficient nutrients uptake of crops that leads to higher yields.
Organic farming also serves as a valuable conditioner of soil retaining humidity and
improving structure and internal drainage.
Organic foods are produced by farmers who emphasize the use of renewable
research and the conservation of soil and water to enhance environmental quality future
generation. Organic vegetables are produced without using the most controversial
pesticides petroleum-based fertilizer, or sewage sludge-based fertilizer, bio engineering
or ionizing radiation. Organic system replenishes and maintains soil fertility, eliminate
the use of toxic and persistent pesticides and fertilizer, and build biologically diverse
agriculture.
Promotion and Marketing of Organic Products
Organic farming, Layese (2006), said that it is an agricultural production system
that promotes environmentally, socially, and economically sound production of fruits and
vegetables that exclude the use of synthetically compound fertilizer, pesticides, growth
regulator, feeds and additives in livestock and genetically modified organism.
Organic agriculture is seen in one way of creating market of consumers who
demand for health and are conscious of their environment. Efforts are being done by
groups, by government and private agencies to promote organic farming.
In the developed countries, increasing awareness of the harmful effect of foods
produced with high chemical inputs has created a demand for organic product. But
organic products are expensive because it is clear that, conventional farming is subsidized
worldwide by protection of credit while organic farming is not, so its price is reflected on
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
9
the laborious way of farming. The local producer of these producers do not know where
to sell it but in (1977) as acknowledged by Kenmore that there are becoming more and
more consumers prepared to pay higher price for organic products.
Definition of Terms
Organic vegetables. These are produced by organic farmers who avoids or largely
excludes the use of synthetically produced fertilizers, pesticides and growth regulators. It
relies on crop rotation, crop residues, animal manures, legumes, green manures, off farm
organic waste and aspect of biological control.
Perception. Refers to the reason s why people purchase/consume organically grown
vegetables.
Household. It refers to person staying in one roof, sharing common source of
income and with a common kitchen
Traditional production of fertilizers. This is synonymous to organic vegetable that
help on the promotion of environmentally-friendly produced vegetables.
Conventional production of vegetables. It refers to framing system dependent on the
input of artificial fertilizer and pesticides.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
METHODOLOGY
Locale and Time of the Study
This study was conducted in Baguio City from January to February, 2007.
Baguio City is one of the market centers of agricultural products of the Cordillera
Region. The map of Baguio City is shown in Figure 1.
Respondents of the Study
There were 100 respondents of the study. Respondents were household
consumers of vegetables residing in the City of Baguio. Random sampling was employed
in the selection of respondents.
Data Collection
A survey questionnaire was used in gathering data needed in the study. This was
supported with an interview to the respondents to validate data gathered.
Data Gathered
The study gathered in the study was consumption pattern on organic vegetables
by households. The quality attributes of consumers in purchasing organic vegetables and
the suggestion of respondents for effective marketing of organic vegetables were also
gathered.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
11
Data Analysis
The data gathered were tabulated and analyzed using simple statistical tools such
as descriptive analysis, frequency counts, mean and percentages.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
RESULTS AND DISCUSSION
Profile of the Respondents
Table 1 shows the data on sex, age, civil status, number of household members,
educational attainment, occupation and monthly income of the respondents.
Sex. Majority (73%) of the respondents were females and 27% were males.
Age. Age of the respondents ranges from 20 to more than 60 years old. The
highest percentage (38%) of the respondents were 31 – 40 years old. The average age
was 35 years old.
Civil status. Most (67%) of the respondents were married, 38% were single and
only 1% was a widow.
Number of household members. Most of the respondents were staying with the
family. Number of household members ranges from 1 to 10 members. More than half of
the respondents have 4-6 family members and average household. The average
household members was 5.
Educational attainment. As shown in the table all the respondents have attended
formal education, 47% were college graduate, 26% had finished a vocational course and
had reached college level, 24% were high school graduate and 3% had finished a
graduate degree.
Occupation. Occupation of respondents represent a variety of jobs, 25% were self
employed, businessman or business woman, 23% were employed full time and 19% were
plain housewife. Nine percent (9%) of the respondents were students, 7% were
employed- part time and the others were farmers and retirees.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
13
Household average monthly income. Forty (40%) of the respondents have an
average income of less than Php. 10,000 a month, 31 or 31 % of the respondents have an
average income ranging from 10,001-20,000 pesos per moth and 27 or 27% have an
average income of Php 21,001 – 30,000 per month and 2 (2%) have an average monthly
income of Php 31,000 – 40,000.
Table 1. Profile of the respondents
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Sex
Female
73
73
Male
27
27
TOTAL
100
100
Age
20 -30
22
22
31- 40
38
38
41- 50
26
26
51- 60
11
11
Above 60
6
6
AVERAGE
35
Civil status
Married
67
67
Single
32
32
Widow
1
1
TOTAL
100
100
No. of Household Member
1 – 3
17
17
4 – 6
57
57
7 – 10
26
26
AVERAGE
5
Educational Attainment
High school graduate
24
24
Vocational/college level
26
26
Completed college
47
47
Graduate degree
3
3
TOTAL
100
100
14
Table 1…continued
PARTICULAR
FREQUENCY
PECENTAGE
(%)
Occupation
Housewife
19
19
Farmer
4
4
Government employee
23
23
Private employee
7
7
Selfemployed/
businessman/woman
25
25
Retired
3
3
Student
9
9
TOTAL
100
100
Household average monthly
income
Below 10,000
40
40
10,001 – 20.000
31
31
21,001 – 30,000
27
27
31,001 – 40, 000
2
2
Consumption of Organic Vegetables
All of the respondents are purchased or consumed organic vegetables. Table 2
shows that pechay (96%) was the most common vegetable purchased/consumed by the
consumers which was followed by garden pea (93%), beans (90%), lettuce (83%) and
spinach (76%). There were also other vegetables that were stated by the consumers like
broccoli, sayote, mustard, watercress, cabbage, potato and carrots.
Consumers Habit on Vegetable Preparation
All household members of the respondents are consuming organic vegetable.
Table 3 shows the consumers habits on preparation of vegetable. Most of the
respondents (96%) cook the vegetables pure, 94% use it as mixing ingredient on fish,
15
meat and other vegetables, 70% prepare salad out of vegetables and 10% use it for
garnish.
Table 2. Common organic vegetables purchase/consume by respondents
VEGETABLE
FREQUENCY
PERCENTAGE
(%)
Pechay
96
96
Lettuce
83
83
Spinach
76
76
Garden pea
93
93
Beans
90
90
Table 3. Consumers’ habit on vegetable preparation
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Cooked pure
96
96
Mix
94
94
Salad
70
70
Garnish
10
10
Market outlets where consumers purchase
organic vegetables
Table 4 shows the market outlets of buying organic vegetables. Out of the 100
respondents 68% purchased at La Trinidad Organic Practitioners Multipurpose
16
Cooperative (LaTOP, MPC) branch in Baguio City. There were two outlets of organic
vegetables in Baguio City, one is found at Bokawkan Road near the “Umali Kayo” café
and the other one is found at Marius near the Victory Line Station at PNR. The market
day of organic vegetables in Baguio opens only during Wednesday and Saturday, and the
respondents are suggesting that producers should market their products regularly. This
shows that the residents of Baguio City are really willing or prefer buying organic
vegetables, 42% are buying directly from the farmers who are organic producers and 27%
are buying at the main outlet of LaTOP in La Trinidad Public market.
Table 4. Market outlets where consumers buy organic vegetables
PARTICULAR
FREQUENCY PERCENTAGE
(%)
LTOP MPC outlet at La Trinidad Public market
27
27
LTOP MPC In Baguio City branch
68
68
Farmers organic producers
42
42
Frequency of Consumption
Table 5 shows the frequency and average volume purchase per time by the
respondents. The table shows that most of the respondents purchase vegetables twice a
week. Beans were most purchase once a week, lettuce in twice a week, lettuce in thrice a
week and pechay everyday.
Pechay. There are 13 respondents who buy once a week with and average of 2 kg
purchase per time. 20 respondents buy twice a week with 1.25 kg per time, 3 respondents
17
purchased 3 times a week with an average volume of 0.83 kg purchased per time. Seven
respondents purchase everyday with an average volume of 0.64 Kg per day for pechay.
Lettuce. There were 15 respondents who buy once a week with 2 kg average
volume purchased per time, 26 respondents buy twice a week a week with 1.5 kg
purchased per time, 4 respondents purchased 3 times a week with an average volume of
0.75 kg purchased per time 4 respondents buy every week with an average volume of 0.3
kg purchased per time.
Spinach. There were 10 respondents who buy once a week with 1 kg average per
time, 16 respondents buy twice a week with 1.2 kg average volume purchased per time, 3
respondents buy thrice a week with 0.5 kg purchased per time and 2 respondents buy
everyday with 0.25 kg per time.
Garden pea. There were 12 respondents who buy once a week with an average of
1.92 kg purchased per time. 25 respondents purchase twice a week with an average
volume of 1.1 kg per time, 3 respondents buy 3 times a week with an average volume of
1 kg per time, and 4 respondents buy everyday with an average volume of 0.38 Kg per
day.
Beans. There were 19 respondents who buy once a week with 1.92 kg purchased
per time, 23 respondents buy 2 times a week with an average volume of 1.31 kg
purchased per time, 2 respondents buy 3 times a week with a kg average volume
purchased per time and 3 respondents buy everyday with 0.5 kg average volume
purchased per time.
18
Estimated Amount per Vegetables
The table 6 shows that most of the respondents spent 100 pesos in purchasing
organic vegetables.
Table 5. Frequency and average volume of vegetables purchased per time
VEGETABLES
ONCE A
2X/ WEEK
3X/WEEK
EVERYDAY
WEEK
F
Ave.
F
Ave.
F
Ave.
F
Ave.
volume
Volume
Volume
Volume
Pechay
13
2 kg
20
1.25 kg
3
0.83 kg
7
0.64 kg
Lettuce
15
2 kg
26
1.5 kg
4
0.75 kg
4
0.30 kg
Spinach
10
1 kg
16
1.2 kg
3
0.5 kg
2
0.25 kg
Garden Pea
12
1.2 kg
25
1 kg
3
1 kg
4
0.38 kg
Beans
19 1.92 kg 23
1.31 kg
2
1.31 kg
3
0.5 kg
Table 6. Estimated amount spent for each vegetable
AMOUNT (PhP)
VEGETABLE
100
200
ABOVE 200
Pechay
32
16
5
Lettuce
18
16
15
Spinach
24
6
3
Garden pea
20
14
9
Beans
15
15
8
19
Price Consideration of Consumers
Table 7 shows the consideration of price by respondents. Price consideration was
categorized cheap, average and expensive. Most of the respondents consider the price of
vegetable is expensive because they don’t have enough money to spare. Less than half of
the respondents consider it average. The price of organic vegetables is worth for them to
pay because they are produced environmentally friendly. Organic vegetables are healthy
and nutritious food. The high price of organic product is better than buying medicine
prescribed by doctors because lack of protein, vitamins and diseases caused by eating
sprayed vegetables.
Table 7. Price consideration of consumers
VEGETABLE
EXPENSIVE
AVERAGE
Pechay
64
36
Lettuce
59
41
Spinach
60
40
Garden pea
61
39
Beans
64
36
Importance of Prices to the Respondents
Table 8 shows that most of the respondents (64%) considered that a price of
vegetables is not important in the decision to purchase vegetables and 26% mentioned it
is important.
20
Table 8. Importance of prices
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Not important
64
64
Important
26
26
TOTAL
100
100
Reasons of Consuming Organic Vegetables
Table 9 shows the reasons of respondents in consuming organic vegetables. Out
of the 100 respondents (87%) agreed that vegetables were important in the daily diet,
81% considered organic vegetables were essential sources of vitamins and mineral, 77%
considered organic vegetables contain various medical and therapeutic agent, and 78%
believed that organically grown vegetables are healthy foods.
Quality Attributes of Vegetables
Among the 10 quality attribute of purchasing organic vegetables Table 10 shows
the top 3 attributes considered by households in purchasing organic vegetables. Pesticide
free, color, appearance were the top 3 most important in purchasing petchay, lettuce and
garden pea. While in purchasing spinach and beans pesticide free, color and shelf life
were considered by household as important quality attributes.
Among the 10 quality attributes, Table 11 shows the least important considered
by households in purchasing organic vegetables. The size, shape and firmness were
marked by respondents as least important attributes in purchasing pechay and garden pea.
21
Size, shape and variety were also marked as least important in purchasing spinach and
beans. While in purchasing lettuce size, shape and origin were marked least important.
Table 9. Reasons of consumers in consuming vegetables
REASONS
DISAGRE NEUTRAL AGREE
Organic vegetables are important
_
13
87
Organic vegetables are good source of essential
_
19
81
vitamins, mineral as well as dietary fiber
Organic vegetables contain various medical and
_
23
77
therapeutic agent
Organically grown vegetables are healthier
_
22
78
Want to consume environmentally-friendly
3
67
30
produced vegetable
Look for vegetables with imperfection even
25
29
46
with insect indicating that they were not
sprayed.
Conventionally grown vegetables are less
22
27
51
nutritious than organically grown vegetables
Organic vegetables are readily available in the
50
49
1
market
Table 10. The most considered quality attributes in purchasing organic vegetables
QUALITY
PETCHAY LETTUCE
SPINACH
GARDEN
BEANS
ATTRIBUTES
PEA
Pesticide free
X
X
X
X
X
Color
X
X
X
X
X
Appearance
X
X
X
Shelf life
X
X
22
Table 11. The least considered qualities attribute in purchasing organic vegetable
QUALITY
PETCHAY LETTUCE
SPINACH
GARDEN
BEANS
ATTRIBUTES
PEA
Size
X
X
X
X
X
Shape
X
X
X
X
X
Variety
X
X
Origin
X
firmness
X
X
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to determine the household consumption of organic
vegetables by selected respondents of Baguio City. It aimed to identify
consumed/purchased organic vegetables by the households, how the vegetables were
prepared, and where do consumers buy organic vegetables. It also aimed to know the
total purchases, estimated amount spent, reasons why they purchase organic vegetables
and the attributes of organic vegetables commonly considered by consumers.
There were 100 respondents who were selected randomly. Data were gathered
through a survey questionnaire.
Pechay is the most consumed vegetables by almost all the respondents followed
by garden pea, beans lettuce and spinach. Beans is most purchased every week, lettuce is
twice a week and pechay is purchased everyday. Pechay and lettuce with 2kg has the
highest average volume purchase in once a week, lettuce with 1.5kg has the highest
average volume purchase twice week, beans with 1.31kg has the highest average volume
purchase in thrice a week and pechay with 0.64kg has the highest average volume
purchase everyday per respondents. Most of the respondents spend 100 pesos for organic
vegetables per time of purchase.
All the household members are consuming organic vegetables that they usually
cooked the vegetable pure for consumption. Most of them buy at the LaTOP branch in
Baguio City. This shows that residents of Baguio City are consuming organic vegetables.
Most respondents consider the price very expensive because they don’t have
enough money to buy organic vegetables. Others consider that the price is just average
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
24
because they believe that organic vegetables are healthy and nutritious food. The high
price is acceptable to them because they are sure that the vegetables are pesticide free
Most of the respondents agree that vegetables are important part of our daily diet, organic
vegetables are good source of essential vitamins and minerals as well as dietary fiber,
organic vegetables contain various medical and therapeutic agent and they believe that
organically grown vegetables are healthier. Consumer look for vegetables with
imperfection even with insect indicating that they were not sprayed and conventionally
produced vegetables are less safe to consume than organically grown vegetables. Half of
the respondents disagree that organic product are readily available in the market.
Most of the respondents marked pesticide free as the most important quality
attributes consider in purchasing organic vegetables. This is followed by color,
appearance, price shelf life are most important quality attributes also. Size, shape, variety,
origin and firmness are less important. But size is considered the least important among
the 10 characteristics of vegetables.
Conclusions
Based on the results, the following conclusions were made:
1. Most of the household members are consuming organic vegetables and buy them
from different outlets but especially from La TOP branch outlet in Baguio City.
Pechay is the most common purchased/consumed by the respondents. They
prepare vegetables by cooking it as their main dish.
2. Pechay is most purchased once a week and other vegetables twice or thrice a
week. Respondents spent about Php.100 in purchasing organic vegetables.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
25
3. Respondents consider organic vegetables as important in our daily diet because it
more nutritious and healthier and a good source of essential vitamins and minerals
than other food.
4. Pesticide free, color, appearance and shelf life were very important consideration
in purchasing organic vegetables. Firmness and origin, variety, shape and size
were considered least important attributes in purchasing organic vegetables.
Recommendations
Based on the , the following recommendations are made:
1. Farmers or producers should try to increase market outlet for organic vegetables
to cope with the consumption of households.
2. Government agencies should try to intervene in the market by increasing
incentive measure for producers of organic vegetables and by initiating
promotional activities to inform to the public the benefits of consuming organic
vegetables, thereby affecting their consumption of organic vegetables.
3. Producer’s sellers of organic vegetables must also consider some creative and
innovative way of handling vegetables to preserve freshness and shelf life of
organic vegetables.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
LITERATURE CITED
ANONYMOUS, 2003, Organic farming. Retrieved September 2, 2006 from
http://wwwyelworms.com/organic.farming/benefit.html.
ADONIS, D. L. et. al. 2005 Organic Farming Experience; The Case of Samuel
Cabansi, Experience in Agriculture Production in Benguet, Benguet State
University, La Trinidad Benguet.
ALMONTE, P.B. 2006, Basic Standard for Organic Agriculture and Processing Paper
Presented During the Cordillera Agriculture Congress held at Benguet State
University, La Trinidad Benguet.
BARROZO, R.J. 2006. Organic Standard and Organization; Paper Presented during
the first Cordillera Organic Agriculture Congress held at Benguet State
university, La Trinidad, Benguet 2006.
DE LA CRUZ, R.T. 2004. Growing Vegetables Organically. BAR Research and
Development Digest. Bureau of Agricultural Research Department of
Agriculture. Pp1-2,9
FRANK, S. 2006. The Green Living Source for Today’s Conscious Consumer.
Retrieved September 5, 2006 from http://www/.thegreen.guide.com./organic
products.
HALL, S. 2002. A Guide to Marketing Organic Product; Paper Presented During the
Public Consultation on Organic Agriculture Standard held at Hotel
Supreme, 133 Magsaysay Street. Baguio City
KENMORE, P.E. 1995. Agriculture and Rural Development.
KIM, A.K. 2006. Natural Farming Technology Seminar, BPI- BNRDC Baguio City
2600, 2006
LAMPKIN, P.E. 1994. The Economics of Agriculture Farming, An International
Perspective. Department of Agricultural Science, University of Wales
Abersytwyth U.K. Lab International.1994
LAYESE G.F. 2006. Status of Organic Agriculture in the Philippines; Paper
Presented During the Cordillera Organic Agriculture Congress held Benguet
State University, La Trinidad Benguet, March 2006.
LUGANG- A, B.M. 2006. Vegetable purchase and consumption pattern of Household
in Baguio City. BS Thesis, Benguet State University, La Trinidad, Benguet.
2006
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
27
SULLIYAN, P. 2003. Organic Rice Production. Retrieved September 4, 2006 from
http://ww:attrq.org/attrapub/rice.htm.
TAGUILING, S. 2001. Consumers awareness on IPM vegetables. BS Thesis.
Benguet State University, La Trinidad Benguet.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
BOWAKEN, SALLY B. APRIL 2007. Household Consumption on Organic
Vegetables in Baguio City. Benguet State University, La Trinidad, Benguet.
Adviser: Jo Ann Guillao, BSc
ABSTRACT
The study was conducted to determine the household consumption of organic
vegetables in Baguio City. It aimed to identify the most common purchased by
vegetables, preparation of vegetables and the place of buying organic vegetables. It also
determines the average purchase and the estimated amount spent for organic vegetables
by consumer per time. Further it also aimed to know also the reasons of consuming and
the quality attributes considered by consumers in purchasing organic vegetables.
Petchay is the most consumed vegetable by almost all of the respondents. Volume
vegetables purchases showed that petchay and lettuce have the highest average volime
when consumers buy every once a week.
All household members are consuming organic vegetables and they usually
prepare those vegetables as their main dish. Most of them buy at (La Trinidad Organic
Practitioner Multi Purpose Cooperative) LaTOPMPC, Baguio City branch and other
market outlets that sell organic vegetables.
Organic vegetables are consumed by most households because they believe that
these are good source of essential vitamins, minerals as well as dietary fiber. It contains
various medical and therapeutic agent and they are healthy and nutritious food.
Households mostly react on the high price of organic vegetables for the reason that they
can not afford to pay high price of the product.
Pesticide free, color appearance and shelf life were the most important quality
attributes considered by consumers in purchasing vegetables. Pesticide free was
considered the most important attribute in buying organic vegetables to get rid of
accumulating pesticide residue that may cause malfunction of the reproductive organ or
other organs of the body.
The respondents suggested that farmers or producers of organic vegetables should
increase market outlet of organic vegetables to cope with the consumption of households.
Government should intervene in the market by increasing incentive measures for the
producers of organic vegetables and initiating promotional activities to inform the public
of the good benefits of consuming organic vegetables. Producers or sellers of organic
vegetables must also consider some creative and innovative way of handling vegetables
to preserve their freshness and shelf life.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………………..
i
Abstract ………………...……………………………………………………….
i
Table of Contents ……………………………………………………………….
iii
INTRODUCTION.
Rationale……………………………………………………………………..
1
Statement of the Problem…………………………………………………….
2
Objectives of the Study……………………………………………………...
3
Importance of the Study……………………………………………………..
3
REVIEW OF LITERATURE
Concept of Organic Farming ………………………………………………..
4
Difference Between Conventional and
Organic Production……………….................................................................
5
Benefits of Consuming Organic Vegetables ……………………………….. 5
Household Behavior on Consuming
Organic Vegetables …………………………………………………………
6
Significance of Producing Organic
Vegetables ………………………………………………………………….. 7
Promotion and Marketing of Organic Products …………………………….
8
Definition of Terms …………………………………………………………
9
iii
METHODOLOGY
Locale and Time Study……………………………………………………..
10
Respondents of the Study……………………………………………….......
10
Data Collection……………………………………………………………...
10
Data Gathered……………………………………………………………….
10
Data Analysis……………………………………………………………….
11
RESULTS AND DISCUSSION
Profile of the Respondents………………………………………………….
12
Consumption of Organic Vegetables……………………………………….
14
Consumers Habit in Preparing Vegetables…………….……………………
14
Market Outlets Where Consumers
Purchase organic vegetables………….…………………………………….. 15
Frequency of Consumption………………………………………………...
16
Estimated Amount Spent per
Vegetables……………………………........................................................... 18
Price Consideration of
Consumers………………………………………........................................... 19
Importance of Price to the Respondents…………………………………......
19
Reason of Consumers in Consuming
Organic vegetables………………………………………………………….
20
Quality Attributes of Vegetables……………..……………………………..
20
iv
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS…………..……..
23
Summary……………………………………………………………………
23
Conclusions…………………………………………………………………
24
Recommendations…………………………………………………………..
25
LITERATURE CITED……………………………………………………………
26
v
INTRODUCTION
Rationale
Whatever lifestyle we choose it is always a good choice to be healthy with our
pure and organic food. Organically produced crops and other products have been proven
to contain higher percentage of nutrient; have no pesticide residue generally taste better
and have positive benefit on the environment. Organic fruits and vegetables are produced
with the use of non-synthetic pest control that is quickly broken down by sunlight and
oxygen, instead of long lasting synthetic chemicals. However, organic products carry
chemical residues because of pesticides that are now pervasive in the ground water and
rain, but of a lower percentage than conventionally grown products (Frank, 2006).
Benefits of eating organically grown vegetables are evident. Their greatest
strength lie in minerals and vitamin content though many have appropriate percentage of
dietary fiber, and practically have high water content. The nutritional values of organic
vegetables are also good source of protein and minerals. It contain most of the elements
needed for human diet in small and large quantities like vitamin C, K P (Pro vitamin A)
and as well as B vitamins. In the case of organic vegetables grown in the Cordillera
region, it was found out that the produce are not only tastier but have nutritional value
higher than conventionally grown vegetable (Almonte, 2006).
Compared with conventional farming, organic way of producing vegetables
entails extensive use of labor, and use of natural fertilizer and pesticides. In this way, we
could experience the good effect it could give to the people and the environment as
enumerated by an organic farming practitioner in the person of Mr. Ambrosio Acosta.
Mr. Acosta owns and manages a garden in which he called “The Masters Garden”. He
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
2
also head the LaTOP cooperative in La Trinidad, Benguet, a cooperative institution that
manifested organic farming. Among the benefits that could be derived from pricing
organic farming are: preservation of the environment, minimize air water and oil
pollution, care for the health of families communities and future generation and tending
all organic garden with the soil and make him closer to nature.
With this foregoing statement, this study is therefore important as feedback
mechanism on the situation of organic vegetables consumption in general and in Baguio
City in particular. To be able to identify opportunities that will sustain the organic
vegetable industry.
Statement of the Problem
This study sought to answer the following questions:
1. What are the organic vegetables consumed by households?
2. What are the reasons of household in consuming organic vegetables?
3. What are the qualities attributes of consumers in purchasing organic vegetables?
4. What is the volume of organic vegetables purchase per time by consumers?
5. What are the problems encountered by households in consuming/buying organic
vegetables?
6. What are the suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables?
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
3
Objectives of the Study:
The objectives of the study are the following:
1. Find out the organic vegetables consumed by the consumers.
2. Find out the reasons why households consume organic vegetables.
3. Determine the quality attributes of consumers in purchasing organic vegetables.
4. Determine the volume of organic vegetables purchase per time by the consumers.
5. Determine problems encountered by consumers in consuming organic vegetables.
6. Determine suggestions/recommendations of consumers for the effective
marketing strategy of organic vegetables.
Importance of the Study
The study aims to determine the household consumption and purchase pattern of
organic vegetables. To know the quality attributes considered by consumers in
purchasing organic vegetables and their suggestion for effective marketing of this
product.
Results of the study will serve as basis in planning for organic production by
farmers and policy formulation and program on the part of government agencies; NGO’s
who are supporting in promoting organic products. Results will be a guide and basis for
further research endeavor on organic products.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
REVIEW OF LITERATURE
Concepts of Organic Farming
Organic farming has been in existence since man began utilizing agricultural
practices (Hall, 2002). Over the years organic method gave way to “conventional”
method characterized by the use of synthetic chemical inputs. Today however, there is
renewal interest in organic farming and it is being termed by many alternatives methods
of farming. These renewed interests are a direct result of high energy prices, increase in
fertilizer cost, concern about health, and usage of environment-friendly usage of inputs in
vegetable production.
Organic production takes into accounts for the minimum reliance on artificial
inputs, feeding of soil and not the plants, food safety practices, non-use of hazardous
chemical from far to distribution to marketing, certification of the entire
production/distribution chain and not the end products, non-use of artificial growth
enhancer in livestock and non-use of genetically-modified organisms. It also promotes
biodiversity in the use of pesticides and chemical fertilizer is minimized if not avoided
(Adonis et al , 2005).
Organic farming system avoids the use of the synthetic fertilizer and growth
regulators. Instead they rely on crop rotation, crop residues, animal manures, legumes,
green manures, off-farm wastes, mechanical cultivation, mineral bearing rocks and
biological pest control to maintain soil health, supply plant nutrients, and minimize insect
weeds and other pest (Sulliyan, 2006).
Organic farming according to Lampkin (1994) create integrated, humane,
environmentally and economically sustainable agricultural production system which
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
5
maximize reliance on farm – derived renewable resources and the management of
ecological and biological process and interaction so as to provide acceptable crop,
livestock and human nutrition, protection from pest and diseases, and an appropriate
return to human and other resources employed. Concerns of organic farming are; social
concern over the loss of jobs and rural population decline, environmental concern over
the loss of wildlife species and habitats, pollution and use of non renewable resources,
health concern over pesticide residue and other food quality issues.
Difference Between Conventional and
Organic Production
Kim (2006), cited some differences between organic and conventional method of
farming. In conventional farming, it makes use of commercially produced fertilizer,
conventional farming for the first time is very progressive but because of continues use
of the synthetic chemical the soil degraded and the production goes down. While in
organic farming profit is preferably high because it doesn’t require high values farm
inputs. Even though it has low and slow productivity but it sustains farm fertility but not
deteriorated soil.
Benefits of Consuming Organic Vegetables
Consumers purchasing organically grown food can taste the difference and see the
quality and virtually any organic products they buy. Regardless of minimal price
differences, consumer buys organic food not just because of competitive prices, but due
to the increased availability of organic food as seen in both grocery and organic food
specialty stores. Organically grown products are free from harmful chemicals, artificial
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
6
flavor and preservatives that ultimately cost consumer money when they purchase non-
organically grown products. You can always taste the difference between organically
grown and conventionally grown products. Eating organic foods may in fact reduce the
risk of heart attacks, strokes and cancer for individuals who obtain from consuming
products produced by conventional farming method. Biochemist are continually
researching the inherent benefits of organically grown foods and discovering the
consequences of consuming products loaded with toxins and chemicals which until
recently have only begun to be introduced to human (Anonymous, 2003).
Household Behavior on Purchasing
Organic Vegetables
Consumers are distinct on the characteristics of vegetables they purchase. They
make sure that they are buying clean and safe to eat vegetables. Consumers look for
imperfections even with insects indicating that they were not sprayed. They look for
pesticide free vegetables to avoid accumulation of pesticide residues that cause the
weakness and malfunction of organ of the body. Appearance is also important factor.
The absence of physical injuries and color like the dark green color of leafy vegetable
like pechay indicate the freshness of vegetables. High price of organic
vegetables/pesticide free are accepted if the farmers cooperative and other organization,
even government do something to ensure that prices is affordable to the majority of
consumers (Taguiling, 2001).
Household is the basic purchasing and consumption unit for most consumer good.
Their purchasing behavior is mostly influenced by cultural, social, personal and
psychological factors. Culture determines the wants of consumer s base on what the
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
7
people mostly buy eats and their belief. Social also affect because most group buy
common good and it is the choice of friend or family members. Consumers are also
influenced by personal characteristics which include occupation, age, educational status,
personality and income. Rising of income affect the purchasing power of consumers.
They could afford to buy the expensive price of organic products. But a person buying
choices are also influenced by major psychological factor, motivation, perception,
learning, belief and attitude. A need becomes a motive when it arouse to sufficient level
of intensity. A motive is a need if it sufficiently pressing to direct person to seek
satisfaction.
Significance of Producing Organic Vegetables
The research office of Benguet State University in Benguet conducted various
experiment on the use of organic and inorganic fertilizer in vegetables. Initially in 1993,
cabbage and snap beans were used. The application of organic fertilizer during the first
cropping season produced the highest yield. However, pure organic fertilizer produced a
comparable yield. For the result of snap beans, the organic fertilizer produced higher
yield over the control while, the inorganic produce the highest yield. The subsequent
study used sweet pea and potato. Organic fertilizer significantly increased the yield of
sweet pea over the inorganic fertilizer but not in potato. Pure inorganic fertilizer
produced the highest yield in potato (Barrozo, 2006).
According to dela Cruz (2004), crops that were applied with organic fertilizer
performed better compared to those crops that were grown with commercial fertilizer.
The slow release of nutrients from the animal manure minimizes the nutrients losses in
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
8
the soil resulting to the efficient nutrients uptake of crops that leads to higher yields.
Organic farming also serves as a valuable conditioner of soil retaining humidity and
improving structure and internal drainage.
Organic foods are produced by farmers who emphasize the use of renewable
research and the conservation of soil and water to enhance environmental quality future
generation. Organic vegetables are produced without using the most controversial
pesticides petroleum-based fertilizer, or sewage sludge-based fertilizer, bio engineering
or ionizing radiation. Organic system replenishes and maintains soil fertility, eliminate
the use of toxic and persistent pesticides and fertilizer, and build biologically diverse
agriculture.
Promotion and Marketing of Organic Products
Organic farming, Layese (2006), said that it is an agricultural production system
that promotes environmentally, socially, and economically sound production of fruits and
vegetables that exclude the use of synthetically compound fertilizer, pesticides, growth
regulator, feeds and additives in livestock and genetically modified organism.
Organic agriculture is seen in one way of creating market of consumers who
demand for health and are conscious of their environment. Efforts are being done by
groups, by government and private agencies to promote organic farming.
In the developed countries, increasing awareness of the harmful effect of foods
produced with high chemical inputs has created a demand for organic product. But
organic products are expensive because it is clear that, conventional farming is subsidized
worldwide by protection of credit while organic farming is not, so its price is reflected on
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
9
the laborious way of farming. The local producer of these producers do not know where
to sell it but in (1977) as acknowledged by Kenmore that there are becoming more and
more consumers prepared to pay higher price for organic products.
Definition of Terms
Organic vegetables. These are produced by organic farmers who avoids or largely
excludes the use of synthetically produced fertilizers, pesticides and growth regulators. It
relies on crop rotation, crop residues, animal manures, legumes, green manures, off farm
organic waste and aspect of biological control.
Perception. Refers to the reason s why people purchase/consume organically grown
vegetables.
Household. It refers to person staying in one roof, sharing common source of
income and with a common kitchen
Traditional production of fertilizers. This is synonymous to organic vegetable that
help on the promotion of environmentally-friendly produced vegetables.
Conventional production of vegetables. It refers to framing system dependent on the
input of artificial fertilizer and pesticides.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
METHODOLOGY
Locale and Time of the Study
This study was conducted in Baguio City from January to February, 2007.
Baguio City is one of the market centers of agricultural products of the Cordillera
Region. The map of Baguio City is shown in Figure 1.
Respondents of the Study
There were 100 respondents of the study. Respondents were household
consumers of vegetables residing in the City of Baguio. Random sampling was employed
in the selection of respondents.
Data Collection
A survey questionnaire was used in gathering data needed in the study. This was
supported with an interview to the respondents to validate data gathered.
Data Gathered
The study gathered in the study was consumption pattern on organic vegetables
by households. The quality attributes of consumers in purchasing organic vegetables and
the suggestion of respondents for effective marketing of organic vegetables were also
gathered.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
11
Data Analysis
The data gathered were tabulated and analyzed using simple statistical tools such
as descriptive analysis, frequency counts, mean and percentages.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
RESULTS AND DISCUSSION
Profile of the Respondents
Table 1 shows the data on sex, age, civil status, number of household members,
educational attainment, occupation and monthly income of the respondents.
Sex. Majority (73%) of the respondents were females and 27% were males.
Age. Age of the respondents ranges from 20 to more than 60 years old. The
highest percentage (38%) of the respondents were 31 – 40 years old. The average age
was 35 years old.
Civil status. Most (67%) of the respondents were married, 38% were single and
only 1% was a widow.
Number of household members. Most of the respondents were staying with the
family. Number of household members ranges from 1 to 10 members. More than half of
the respondents have 4-6 family members and average household. The average
household members was 5.
Educational attainment. As shown in the table all the respondents have attended
formal education, 47% were college graduate, 26% had finished a vocational course and
had reached college level, 24% were high school graduate and 3% had finished a
graduate degree.
Occupation. Occupation of respondents represent a variety of jobs, 25% were self
employed, businessman or business woman, 23% were employed full time and 19% were
plain housewife. Nine percent (9%) of the respondents were students, 7% were
employed- part time and the others were farmers and retirees.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
13
Household average monthly income. Forty (40%) of the respondents have an
average income of less than Php. 10,000 a month, 31 or 31 % of the respondents have an
average income ranging from 10,001-20,000 pesos per moth and 27 or 27% have an
average income of Php 21,001 – 30,000 per month and 2 (2%) have an average monthly
income of Php 31,000 – 40,000.
Table 1. Profile of the respondents
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Sex
Female
73
73
Male
27
27
TOTAL
100
100
Age
20 -30
22
22
31- 40
38
38
41- 50
26
26
51- 60
11
11
Above 60
6
6
AVERAGE
35
Civil status
Married
67
67
Single
32
32
Widow
1
1
TOTAL
100
100
No. of Household Member
1 – 3
17
17
4 – 6
57
57
7 – 10
26
26
AVERAGE
5
Educational Attainment
High school graduate
24
24
Vocational/college level
26
26
Completed college
47
47
Graduate degree
3
3
TOTAL
100
100
14
Table 1…continued
PARTICULAR
FREQUENCY
PECENTAGE
(%)
Occupation
Housewife
19
19
Farmer
4
4
Government employee
23
23
Private employee
7
7
Selfemployed/
businessman/woman
25
25
Retired
3
3
Student
9
9
TOTAL
100
100
Household average monthly
income
Below 10,000
40
40
10,001 – 20.000
31
31
21,001 – 30,000
27
27
31,001 – 40, 000
2
2
Consumption of Organic Vegetables
All of the respondents are purchased or consumed organic vegetables. Table 2
shows that pechay (96%) was the most common vegetable purchased/consumed by the
consumers which was followed by garden pea (93%), beans (90%), lettuce (83%) and
spinach (76%). There were also other vegetables that were stated by the consumers like
broccoli, sayote, mustard, watercress, cabbage, potato and carrots.
Consumers Habit on Vegetable Preparation
All household members of the respondents are consuming organic vegetable.
Table 3 shows the consumers habits on preparation of vegetable. Most of the
respondents (96%) cook the vegetables pure, 94% use it as mixing ingredient on fish,
15
meat and other vegetables, 70% prepare salad out of vegetables and 10% use it for
garnish.
Table 2. Common organic vegetables purchase/consume by respondents
VEGETABLE
FREQUENCY
PERCENTAGE
(%)
Pechay
96
96
Lettuce
83
83
Spinach
76
76
Garden pea
93
93
Beans
90
90
Table 3. Consumers’ habit on vegetable preparation
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Cooked pure
96
96
Mix
94
94
Salad
70
70
Garnish
10
10
Market outlets where consumers purchase
organic vegetables
Table 4 shows the market outlets of buying organic vegetables. Out of the 100
respondents 68% purchased at La Trinidad Organic Practitioners Multipurpose
16
Cooperative (LaTOP, MPC) branch in Baguio City. There were two outlets of organic
vegetables in Baguio City, one is found at Bokawkan Road near the “Umali Kayo” café
and the other one is found at Marius near the Victory Line Station at PNR. The market
day of organic vegetables in Baguio opens only during Wednesday and Saturday, and the
respondents are suggesting that producers should market their products regularly. This
shows that the residents of Baguio City are really willing or prefer buying organic
vegetables, 42% are buying directly from the farmers who are organic producers and 27%
are buying at the main outlet of LaTOP in La Trinidad Public market.
Table 4. Market outlets where consumers buy organic vegetables
PARTICULAR
FREQUENCY PERCENTAGE
(%)
LTOP MPC outlet at La Trinidad Public market
27
27
LTOP MPC In Baguio City branch
68
68
Farmers organic producers
42
42
Frequency of Consumption
Table 5 shows the frequency and average volume purchase per time by the
respondents. The table shows that most of the respondents purchase vegetables twice a
week. Beans were most purchase once a week, lettuce in twice a week, lettuce in thrice a
week and pechay everyday.
Pechay. There are 13 respondents who buy once a week with and average of 2 kg
purchase per time. 20 respondents buy twice a week with 1.25 kg per time, 3 respondents
17
purchased 3 times a week with an average volume of 0.83 kg purchased per time. Seven
respondents purchase everyday with an average volume of 0.64 Kg per day for pechay.
Lettuce. There were 15 respondents who buy once a week with 2 kg average
volume purchased per time, 26 respondents buy twice a week a week with 1.5 kg
purchased per time, 4 respondents purchased 3 times a week with an average volume of
0.75 kg purchased per time 4 respondents buy every week with an average volume of 0.3
kg purchased per time.
Spinach. There were 10 respondents who buy once a week with 1 kg average per
time, 16 respondents buy twice a week with 1.2 kg average volume purchased per time, 3
respondents buy thrice a week with 0.5 kg purchased per time and 2 respondents buy
everyday with 0.25 kg per time.
Garden pea. There were 12 respondents who buy once a week with an average of
1.92 kg purchased per time. 25 respondents purchase twice a week with an average
volume of 1.1 kg per time, 3 respondents buy 3 times a week with an average volume of
1 kg per time, and 4 respondents buy everyday with an average volume of 0.38 Kg per
day.
Beans. There were 19 respondents who buy once a week with 1.92 kg purchased
per time, 23 respondents buy 2 times a week with an average volume of 1.31 kg
purchased per time, 2 respondents buy 3 times a week with a kg average volume
purchased per time and 3 respondents buy everyday with 0.5 kg average volume
purchased per time.
18
Estimated Amount per Vegetables
The table 6 shows that most of the respondents spent 100 pesos in purchasing
organic vegetables.
Table 5. Frequency and average volume of vegetables purchased per time
VEGETABLES
ONCE A
2X/ WEEK
3X/WEEK
EVERYDAY
WEEK
F
Ave.
F
Ave.
F
Ave.
F
Ave.
volume
Volume
Volume
Volume
Pechay
13
2 kg
20
1.25 kg
3
0.83 kg
7
0.64 kg
Lettuce
15
2 kg
26
1.5 kg
4
0.75 kg
4
0.30 kg
Spinach
10
1 kg
16
1.2 kg
3
0.5 kg
2
0.25 kg
Garden Pea
12
1.2 kg
25
1 kg
3
1 kg
4
0.38 kg
Beans
19 1.92 kg 23
1.31 kg
2
1.31 kg
3
0.5 kg
Table 6. Estimated amount spent for each vegetable
AMOUNT (PhP)
VEGETABLE
100
200
ABOVE 200
Pechay
32
16
5
Lettuce
18
16
15
Spinach
24
6
3
Garden pea
20
14
9
Beans
15
15
8
19
Price Consideration of Consumers
Table 7 shows the consideration of price by respondents. Price consideration was
categorized cheap, average and expensive. Most of the respondents consider the price of
vegetable is expensive because they don’t have enough money to spare. Less than half of
the respondents consider it average. The price of organic vegetables is worth for them to
pay because they are produced environmentally friendly. Organic vegetables are healthy
and nutritious food. The high price of organic product is better than buying medicine
prescribed by doctors because lack of protein, vitamins and diseases caused by eating
sprayed vegetables.
Table 7. Price consideration of consumers
VEGETABLE
EXPENSIVE
AVERAGE
Pechay
64
36
Lettuce
59
41
Spinach
60
40
Garden pea
61
39
Beans
64
36
Importance of Prices to the Respondents
Table 8 shows that most of the respondents (64%) considered that a price of
vegetables is not important in the decision to purchase vegetables and 26% mentioned it
is important.
20
Table 8. Importance of prices
PARTICULAR
FREQUENCY
PERCENTAGE
(%)
Not important
64
64
Important
26
26
TOTAL
100
100
Reasons of Consuming Organic Vegetables
Table 9 shows the reasons of respondents in consuming organic vegetables. Out
of the 100 respondents (87%) agreed that vegetables were important in the daily diet,
81% considered organic vegetables were essential sources of vitamins and mineral, 77%
considered organic vegetables contain various medical and therapeutic agent, and 78%
believed that organically grown vegetables are healthy foods.
Quality Attributes of Vegetables
Among the 10 quality attribute of purchasing organic vegetables Table 10 shows
the top 3 attributes considered by households in purchasing organic vegetables. Pesticide
free, color, appearance were the top 3 most important in purchasing petchay, lettuce and
garden pea. While in purchasing spinach and beans pesticide free, color and shelf life
were considered by household as important quality attributes.
Among the 10 quality attributes, Table 11 shows the least important considered
by households in purchasing organic vegetables. The size, shape and firmness were
marked by respondents as least important attributes in purchasing pechay and garden pea.
21
Size, shape and variety were also marked as least important in purchasing spinach and
beans. While in purchasing lettuce size, shape and origin were marked least important.
Table 9. Reasons of consumers in consuming vegetables
REASONS
DISAGRE NEUTRAL AGREE
Organic vegetables are important
_
13
87
Organic vegetables are good source of essential
_
19
81
vitamins, mineral as well as dietary fiber
Organic vegetables contain various medical and
_
23
77
therapeutic agent
Organically grown vegetables are healthier
_
22
78
Want to consume environmentally-friendly
3
67
30
produced vegetable
Look for vegetables with imperfection even
25
29
46
with insect indicating that they were not
sprayed.
Conventionally grown vegetables are less
22
27
51
nutritious than organically grown vegetables
Organic vegetables are readily available in the
50
49
1
market
Table 10. The most considered quality attributes in purchasing organic vegetables
QUALITY
PETCHAY LETTUCE
SPINACH
GARDEN
BEANS
ATTRIBUTES
PEA
Pesticide free
X
X
X
X
X
Color
X
X
X
X
X
Appearance
X
X
X
Shelf life
X
X
22
Table 11. The least considered qualities attribute in purchasing organic vegetable
QUALITY
PETCHAY LETTUCE
SPINACH
GARDEN
BEANS
ATTRIBUTES
PEA
Size
X
X
X
X
X
Shape
X
X
X
X
X
Variety
X
X
Origin
X
firmness
X
X
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to determine the household consumption of organic
vegetables by selected respondents of Baguio City. It aimed to identify
consumed/purchased organic vegetables by the households, how the vegetables were
prepared, and where do consumers buy organic vegetables. It also aimed to know the
total purchases, estimated amount spent, reasons why they purchase organic vegetables
and the attributes of organic vegetables commonly considered by consumers.
There were 100 respondents who were selected randomly. Data were gathered
through a survey questionnaire.
Pechay is the most consumed vegetables by almost all the respondents followed
by garden pea, beans lettuce and spinach. Beans is most purchased every week, lettuce is
twice a week and pechay is purchased everyday. Pechay and lettuce with 2kg has the
highest average volume purchase in once a week, lettuce with 1.5kg has the highest
average volume purchase twice week, beans with 1.31kg has the highest average volume
purchase in thrice a week and pechay with 0.64kg has the highest average volume
purchase everyday per respondents. Most of the respondents spend 100 pesos for organic
vegetables per time of purchase.
All the household members are consuming organic vegetables that they usually
cooked the vegetable pure for consumption. Most of them buy at the LaTOP branch in
Baguio City. This shows that residents of Baguio City are consuming organic vegetables.
Most respondents consider the price very expensive because they don’t have
enough money to buy organic vegetables. Others consider that the price is just average
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
24
because they believe that organic vegetables are healthy and nutritious food. The high
price is acceptable to them because they are sure that the vegetables are pesticide free
Most of the respondents agree that vegetables are important part of our daily diet, organic
vegetables are good source of essential vitamins and minerals as well as dietary fiber,
organic vegetables contain various medical and therapeutic agent and they believe that
organically grown vegetables are healthier. Consumer look for vegetables with
imperfection even with insect indicating that they were not sprayed and conventionally
produced vegetables are less safe to consume than organically grown vegetables. Half of
the respondents disagree that organic product are readily available in the market.
Most of the respondents marked pesticide free as the most important quality
attributes consider in purchasing organic vegetables. This is followed by color,
appearance, price shelf life are most important quality attributes also. Size, shape, variety,
origin and firmness are less important. But size is considered the least important among
the 10 characteristics of vegetables.
Conclusions
Based on the results, the following conclusions were made:
1. Most of the household members are consuming organic vegetables and buy them
from different outlets but especially from La TOP branch outlet in Baguio City.
Pechay is the most common purchased/consumed by the respondents. They
prepare vegetables by cooking it as their main dish.
2. Pechay is most purchased once a week and other vegetables twice or thrice a
week. Respondents spent about Php.100 in purchasing organic vegetables.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
25
3. Respondents consider organic vegetables as important in our daily diet because it
more nutritious and healthier and a good source of essential vitamins and minerals
than other food.
4. Pesticide free, color, appearance and shelf life were very important consideration
in purchasing organic vegetables. Firmness and origin, variety, shape and size
were considered least important attributes in purchasing organic vegetables.
Recommendations
Based on the , the following recommendations are made:
1. Farmers or producers should try to increase market outlet for organic vegetables
to cope with the consumption of households.
2. Government agencies should try to intervene in the market by increasing
incentive measure for producers of organic vegetables and by initiating
promotional activities to inform to the public the benefits of consuming organic
vegetables, thereby affecting their consumption of organic vegetables.
3. Producer’s sellers of organic vegetables must also consider some creative and
innovative way of handling vegetables to preserve freshness and shelf life of
organic vegetables.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
LITERATURE CITED
ANONYMOUS, 2003, Organic farming. Retrieved September 2, 2006 from
http://wwwyelworms.com/organic.farming/benefit.html.
ADONIS, D. L. et. al. 2005 Organic Farming Experience; The Case of Samuel
Cabansi, Experience in Agriculture Production in Benguet, Benguet State
University, La Trinidad Benguet.
ALMONTE, P.B. 2006, Basic Standard for Organic Agriculture and Processing Paper
Presented During the Cordillera Agriculture Congress held at Benguet State
University, La Trinidad Benguet.
BARROZO, R.J. 2006. Organic Standard and Organization; Paper Presented during
the first Cordillera Organic Agriculture Congress held at Benguet State
university, La Trinidad, Benguet 2006.
DE LA CRUZ, R.T. 2004. Growing Vegetables Organically. BAR Research and
Development Digest. Bureau of Agricultural Research Department of
Agriculture. Pp1-2,9
FRANK, S. 2006. The Green Living Source for Today’s Conscious Consumer.
Retrieved September 5, 2006 from http://www/.thegreen.guide.com./organic
products.
HALL, S. 2002. A Guide to Marketing Organic Product; Paper Presented During the
Public Consultation on Organic Agriculture Standard held at Hotel
Supreme, 133 Magsaysay Street. Baguio City
KENMORE, P.E. 1995. Agriculture and Rural Development.
KIM, A.K. 2006. Natural Farming Technology Seminar, BPI- BNRDC Baguio City
2600, 2006
LAMPKIN, P.E. 1994. The Economics of Agriculture Farming, An International
Perspective. Department of Agricultural Science, University of Wales
Abersytwyth U.K. Lab International.1994
LAYESE G.F. 2006. Status of Organic Agriculture in the Philippines; Paper
Presented During the Cordillera Organic Agriculture Congress held Benguet
State University, La Trinidad Benguet, March 2006.
LUGANG- A, B.M. 2006. Vegetable purchase and consumption pattern of Household
in Baguio City. BS Thesis, Benguet State University, La Trinidad, Benguet.
2006
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
27
SULLIYAN, P. 2003. Organic Rice Production. Retrieved September 4, 2006 from
http://ww:attrq.org/attrapub/rice.htm.
TAGUILING, S. 2001. Consumers awareness on IPM vegetables. BS Thesis.
Benguet State University, La Trinidad Benguet.
Household Consumption on Organic Vegetables
in Baguio City / Sally B. Bowaken. 2007
Document Outline
- Household Consumption on Organic Vegetables in Baguio City
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- REVIEW OF LITERATURE
- Concepts of Organic Farming
- Difference Between Conventional and Organic Production
- Benefits of Consuming Organic Vegetables
- Household Behavior on Purchasing Organic Vegetables
- Significance of Producing Organic Vegetables
- Promotion and Marketing of Organic Products
- Definition of Terms
- METHODOLOGY
- Locale and Time of the Study
- Respondents of the Study
- Data Collection
- Data Gathered
- Data Analysis
- RESULTS AND DISCUSSION
- Profile of the Respondents
- Consumption of Organic Vegetables
- Consumers Habit on Vegetable Preparation
- Market outlets where consumers purchaseorganic vegetables
- Frequency of Consumption
- Estimated Amount per Vegetables
- Price Consideration of Consumers
- Importance of Prices to the Respondents
- Reasons of Consuming Organic Vegetables
- Quality Attributes of Vegetables
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED