The Impact of Environmental and Health Motivations on the Organic Share of Produce Purchases

As demand and supply of organic produce has increased, it has become possible to distinguish between the many individuals that express a preference for organic and the share of their purchases that is organically produced. This study examines the share of a consumer's produce purchases that are organic, and how that is influenced by economic factors, environmental and health motivations, and demographic characteristics. Results from a model of organic preference are compared to those from a model of organic buying proportions. Buying proportion models are also estimated separately for those that preferred organic and those that preferred conventional produce. A limitation in this study is that it evaluates stated buying proportions rather than actual purchases.