Consumer attitudes towards organic vegetables: Segmentation and market potential
Submitted: 2024-04-22
|Accepted: 2024-10-03
|Published: 2025-06-16
Copyright (c) 2025 Carmen Fortea Millán, Azucena Gracia, María Teresa Maza Rubio
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Keywords:
Factorial analysis, Aragón, concern, cluster, intention to purchase
Supporting agencies:
Abstract:
The aim of this study is to analyse the attitudes of Aragonese consumers towards organic vegetables and to segment them according to these attitudes. To this end, an online survey was carried out among vegetable consumers over 18 years of age in Aragon. The results indicate that attitudes can be grouped into two factors, one reflecting positive aspects and the other negative. Two consumer segments were obtained, one of which was that of potential consumers of organic vegetables, showing a greater willingness to buy them and a greater concern for their health and the environment.
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