Abstract
Personality and human values have shown effects on consumer preferences and willingness to pay. This paper analyzes simultaneously the impact of human values and personality on the demand for organic tomatoes applying open-ended choice experiments. Results show that consumers make a distinction between conventional and organic tomatoes, such that human values have a differential impact with regard to predicting demand for products associated with organic labels. Consumers with strong individualistic domains of hedonism and stimulation are more likely to have a higher demand for organic, the same holds for consumers with the strong collectivist domain conformity, and those values that regard both (security and universalism). Also, consumers distinguish between conventional and organic tomatoes, such that personality has a differential impact with regard to predicting demand for organic products. The more agreeable the consumer, the higher the demand for organic tomatoes. In addition, results indicate that when modeled simultaneously, values are more stable in affecting demand compared to effects resulting from personality. Overall, results indicate that human values and personality are able to explain a portion of the variability of demand.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 189-202 |
| Number of pages | 14 |
| Journal | Agribusiness |
| Volume | 32 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 1 2016 |
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ASJC Scopus subject areas
- Agronomy and Crop Science
- Economics and Econometrics
- Food Science
- Animal Science and Zoology
- Geography, Planning and Development
Cite this
Effects of Values and Personality on Demand for Organic Produce. / Grebitus, Carola; Dumortier, Jerome.
In: Agribusiness, Vol. 32, No. 2, 01.03.2016, p. 189-202.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Effects of Values and Personality on Demand for Organic Produce
AU - Grebitus, Carola
AU - Dumortier, Jerome
PY - 2016/3/1
Y1 - 2016/3/1
N2 - Personality and human values have shown effects on consumer preferences and willingness to pay. This paper analyzes simultaneously the impact of human values and personality on the demand for organic tomatoes applying open-ended choice experiments. Results show that consumers make a distinction between conventional and organic tomatoes, such that human values have a differential impact with regard to predicting demand for products associated with organic labels. Consumers with strong individualistic domains of hedonism and stimulation are more likely to have a higher demand for organic, the same holds for consumers with the strong collectivist domain conformity, and those values that regard both (security and universalism). Also, consumers distinguish between conventional and organic tomatoes, such that personality has a differential impact with regard to predicting demand for organic products. The more agreeable the consumer, the higher the demand for organic tomatoes. In addition, results indicate that when modeled simultaneously, values are more stable in affecting demand compared to effects resulting from personality. Overall, results indicate that human values and personality are able to explain a portion of the variability of demand.
AB - Personality and human values have shown effects on consumer preferences and willingness to pay. This paper analyzes simultaneously the impact of human values and personality on the demand for organic tomatoes applying open-ended choice experiments. Results show that consumers make a distinction between conventional and organic tomatoes, such that human values have a differential impact with regard to predicting demand for products associated with organic labels. Consumers with strong individualistic domains of hedonism and stimulation are more likely to have a higher demand for organic, the same holds for consumers with the strong collectivist domain conformity, and those values that regard both (security and universalism). Also, consumers distinguish between conventional and organic tomatoes, such that personality has a differential impact with regard to predicting demand for organic products. The more agreeable the consumer, the higher the demand for organic tomatoes. In addition, results indicate that when modeled simultaneously, values are more stable in affecting demand compared to effects resulting from personality. Overall, results indicate that human values and personality are able to explain a portion of the variability of demand.
UR - http://www.scopus.com/inward/record.url?scp=84963541944&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84963541944&partnerID=8YFLogxK
U2 - 10.1002/agr.21445
DO - 10.1002/agr.21445
M3 - Article
AN - SCOPUS:84963541944
VL - 32
SP - 189
EP - 202
JO - Agribusiness
JF - Agribusiness
SN - 0742-4477
IS - 2
ER -