Journal of Food, Agriculture and Environment

Vol 8, Issue 1,2010
Online ISSN: 1459-0263
Print ISSN: 1459-0255

Consumer preferences for purchase places of organic fruits and vegetables in Turkey


Cihat Günden *, Berna Türkekul, Bülent Miran, Canan Abay, Sedef Akgüngör

Recieved Date: 2009-10-10, Accepted Date: 2009-01-04


The major aim of this study was to measure the preferences of Turkish consumers regarding places to purchase organic fruits and vegetables. The study also explored the factors influencing the degree of consumer preferences. The data were obtained from a survey of 803 randomly selected consumers from the five most developed regions of Turkey (Marmara, Central Anatolia, Aegean, Mediterranean and Black Sea), as well as the five most developed cities (Istanbul, Ankara, Izmir, Adana and Bolu) within the defined geographic regions. This study took place in two stages. In the first stage, fuzzy pair-wise comparison (FPC) was applied to calculate a measure of preferences. Five types of venues for the purchase of organic fruits and vegetables, local market, greengrocers, supermarkets/hypermarkets, web-based retailers (the internet) and specialized stores were suggested to consumers. The purchase places were ranked from most to least preferable depending on preference measures obtained from FPC. The results show that the most important venues for the purchase of these items are local markets and supermarkets/hypermarkets. The existing marketing channel via specialized stores is not a convenient marketing approach for Turkish consumers. The consumer preferences from the first stage were regressed upon the consumer-specific variables by using a Tobit model in the second stage. Preferences regarding places to purchase organic fruits and vegetables are mainly influenced by gender, age, education, income, family size, frequency of purchasing organic fruits and vegetables and regional differences. Policy makers dealing with agricultural marketing should consider differences in consumer preferences among regions and economical and demographic attributes of consumers for determining an efficient marketing channel.


Consumer preference, purchase place, organic fruits and vegetables, fuzzy pair-wise comparison, Tobit model

Journal: Journal of Food, Agriculture and Environment
Year: 2010
Volume: 8
Issue: 1
Category: Agriculture
Pages: 144-149

Full text for Subscribers

Note to users

The requested document is freely available only to subscribers/registered users with an online subscription to the Journal of Food, Agriculture & Environment. If you have set up a personal subscription to this title please enter your user name and password. All abstracts are available for free.

Article purchasing

If you like to purchase this specific document such as article, review or this journal issue, contact us. Specify the title of the article or review, issue, number, volume and date of the publication. Software and compilation, Science & Technology, all rights reserved. Your use of this website details or service is governed by terms of use. Authors are invited to check from time to time news or information.

Purchase this Article:   20 Purchase PDF Order Reprints for 15

Share this article :