Canadian Organic Food Consumers' Profile and Their Willingness to Pay Premium Prices
Bibliographic record
Abstract
Abstract Organic food (OF) consumers are concerned with health, safety, and quality of food they eat. However, not all OF consumers are equally "organic." This article aims to offer more insights into the organic consumers' profile by clustering Canadian OF consumers into market segments based on their usage rate and psychographic characteristics. Results show 3 distinct segments of OF consumers varying significantly in their motivations to buy OF in their lifestyles but not in their demographics. The article also investigates these consumer segments' willingness to pay (WTP) premium prices for OF products. WTP is thus not only determined by food category but also by type of consumer. Results also point out significant linkages between psychographic characteristics and WTP for OF. KEYWORDS: food qualityhealthmarket segmentationorganic foodpsychographicswillingness to pay Acknowledgments This article was accepted under the editorship of Dr. Erdener Kaynak. Notes Note. RC = regular consumers; non-RC = non-regular consumers. *Significant at 5%. Note. Non-RC = non-regular consumers; RC = regular consumers. Note. OF = organic food. a Measured on a 5-point Likert scale. Note. TOFC = true organic food consumers; SOFC = sporadic organic food consumers; IOFC = inexperienced organic food consumers. Note. TOFC = true organic food consumers; SOFC = sporadic organic food consumers; IOFC = inexperienced organic food consumers. *Significant at 5%. Note. These percentages do not add to 100% because of missing values. All cross-tabulations are significant at 5%. TOFC = true organic food consumers; SOFC = sporadic organic food consumers; IOFC = inexperienced organic food consumers. Study based on findings from the Environics International Food Issues Monitor Survey 2000 and the Canadian Healthfood Association Survey 2000. Additional informationNotes on contributorsLeila Hamzaoui-Essoussi Leila Hamzaoui-Essoussi is Associate Professor at the Telfer School of Management, University of Ottawa, Canada. Mehdi Zahaf Mehdi Zahaf is Associate Professor at the Telfer School of Management, University of Ottawa, Canada.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.001 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".