The Association between Consumers’ Socioeconomic Factors and Knowledge of Organic Food Products in Huntsville, Alabama: A Pilot Study

Jacob O. Oluwoye

Department of Community and Regional Planning College of Agricultural, Life and Natural Sciences Alabama A and M University, Normal, AL 35762, USA.

Author's Email ✉: jacob.oluwoye@aamu.edu

Accepted November 20, 2017

The study investigates the association between consumers’ socio-economic factors and knowledge of organic food products in Huntsville Alabama. Findings is expected to assist organic farmers, marketers and food companies to create realistic and moral promotions for the aging population and also to have an overview taking advantage of age breakdown to assure their organization for sustained growth and enhanced performance through continuous improvement. Following the literature review the researchers designed a questionnaire survey for data collection during the last two weeks of January 2017. Purchasers were approached during food shopping in outlets of two retail chains in two different areas of Huntsville, Alabama. Data collected from the questionnaire survey were analyzed with descriptive and spearman rank correlation statistical tools to test the null hypotheses. Findings showed that AGE and EDUL correlated negatively with consumer knowledge of where to buy organic food products (r = -0.487, p < .013 and r = -0.434, p < .025), while, belief in the information published about organic advantages (BIPOAD), belief that organic products are healthier (BOPH), and familiar with the terms “organic food” and “organic agriculture” (FTOFOA) correlated positively with consumer ever buy organic food (EBOF) or beverage products (EBOB) (r = 0.730, p < .000, r = 0.593, p < .012 and r = 0.397, p < .041). Thus, a significant association emerged for knowledge about as to where buy organic food products and socio-economic factors. Also, consumers ever buy organic food or beverage products with belief in the information published about organic food advantages and as organic products are healthier. Consumers between the ages 45-64 years need additional information on organic food products. In this way, it will help policy makers, farmers and managers in formulating and implementing strategies to encourage organic food products purchasing.

Key words: Consumers, Socio-economic Factors, Knowledge of Organic Food Products, Price Premium.

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