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Abstract
This paper analyzes the impact of human values and personality on the demand for organic
tomatoes applying open-ended choice experiments to data from an online study that was
performed in summer 2012. Results show that consumers make a distinction between
conventional and organic produce, such that human values have a differential impact with regard
to predicting demand for products associated with organic labels. Also, consumers distinguish
between conventional and organic produce, such that personality has a differential impact with
regard to predicting demand for products associated with organic labels. However, results are not
as strong as for human values. Overall, results indicate that human values and personality are
able to explain a portion of the variability of demand for organic tomatoes.