For Young Consumers Farm-to-fork Is Not Organic: A Cluster Analysis of University Students

Abstract

Young consumers value healthy foods and are willing to pay for them. As young consumers transition into higher paying jobs, their influence in the food system will compound. This study used a convenient sample of university students to understand how young consumers value attributes for fresh produce. With the proliferation of food labels, this study takes a step back to identify four consumer segments with regard to their values on explicit (i.e., organic and local) and implicit (i.e., small-family farms and sustainable) attributes: committed, farm-to-fork, unattached, and skeptic. The study also investigated the impact of personal motives on cluster membership. Although committed consumers placed high value on all attributes, farm-to-fork consumers valued local, sustainable, and small-family farm systems, but did not have positive valuation toward organic. Our findings suggest increasing access to local foods and farmers market patronage is likely to increase consumers’ valuing foods with local, organic, sustainable, and small-family farms attributes.

Keywords

• clustering
• consumer values
• food attributes
• gen z
• millennials
• market segments
• ordered logit