Predicting the Influence of Demographic Characteristics on the Willingness to Pay for Fresh Fruits and Vegetables

The demand for fresh fruit and vegetables continues to remain strong despite dramatic socio-economic shifts in the U.S. population. However, different demographic segments appear more sensitive to price for different food commodities. The objective of this study was to empirically evaluate which demographic characteristics cause consumers to be more likely to take price into account when purchasing fresh fruits and vegetables. The results indicate that females, those with lower annual incomes, and those living in urban areas are most sensitive to high produce prices. The results also indicate that households with children, those with at least a college degree, and retired individuals were less likely to take price into account when shopping for fresh produce.