Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21769
Notes:
Pages 321-336 in George Baourakes (ed.), Marketing trends for organic food in the 21st Century. World Scientific Publishing Co., Pte. Ltd., Singapore. 338 pages.
2 pages., Author comments on agribusiness implications associated with an article in Forbes magazine: Seth Lubove, "What will you learn from the food that seduces? More organic than thou."
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21762
Notes:
Pages 191-203 in George Baourakes (ed.), Marketing trends for organic food in the 21st Century. World Scientific Publishing Co., Pte. Ltd., Singapore. 338 pages.
Arvanitoyannis, Ioannis S. (author) and Krystallis, Athanasios (author)
Format:
Book chapter
Publication Date:
2004
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21761
Notes:
Pages 67-87 in George Baourakes (ed.), Marketing trends for organic food in the 21st Century. World Scientific Publishing Co., Pte. Ltd., Singapore. 338 pages.
Tsakiridou, Efthimia (author), Mattas, Konstadinos (author), and Zotos, Yorgos (author)
Format:
Book chapter
Publication Date:
2004
Published:
Greece
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C21759
Notes:
Pages 37-50 in George Baourakes (ed.), Marketing trends for organic food in the 21st Century. World Scientific Publishing Co., Pte. Ltd., Singapore. 338 pages.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: C26050
Notes:
Pages 83-109 in Ulrike Grote, Arnab K. Basu and Nancy H. Chau (eds.), New frontiers in environmental and social marketing. Physica-Verlag Heidelberg, New York. 241 pages.
6 pages., via online journal., Sustainable agriculture is spreading in Japan in response to growing concerns about the environmental burden of the agriculture sector, but less than 1% of the total crop area for each vegetable in Japan is grown sustainably. Environmentally friendly agricultural products are produced by using organic and low-input farming techniques; low-input farming aims to reduce chemical inputs, such as fertilizers, pesticides, and herbicides, by half. Here, we used komatsuna (Japanese mustard spinach, Brassica rapa var. perviridis) as a model vegetable to study the environmental impact of low-input farming and ways to promote the purchase of organically and low-input farmed vegetables. We first assessed greenhouse gas emissions resulting from organic, low-input, and conventional farming of komatsuna. We also evaluated the effectiveness of providing consumers with detailed farm management and seasonality information to market organically and low-input farmed vegetables. We estimated marginal willingness-to-pay (MWTP) using choice-based conjoint analysis, based on attributes of price, fertilizer use, pesticide use, and region of origin. For seasonality, the questionnaire incorporating these attributes was conducted twice: once assuming purchasing in season, the other out of season. The greenhouse gas emissions of organic farming per area (196.7 kg CO2-eq/10 a/year) and per yield (72.3 kg CO2-eq/t/year) were less than those of low-input (322.6 kg CO2-eq/10 a/year, 120.7 kg CO2-eq/t/year) and conventional (594.0 kg CO2-eq/10 a/year, 220.7 kg CO2-eq/t/year) farming. MWTPs were highest for pesticide-free komatsuna (76.9 yen out of season, 66.2 yen in season), followed by full organic fertilizer (66.0 yen out of season, 63.4 yen in season), half organic fertilizer (35.8 yen out of season, 19.8 yen in season), and half pesticide (29.2 yen out of season, 21.0 yen in season). Consumers showed greater preference for organically and low-input farmed komatsuna out of season than in season. Consumers were more interested in pesticide information than in fertilizer and region of origin information. Our findings suggest that providing detailed cultivation and seasonality information would be a beneficial consumer communication tool to increase the market for sustainable agricultural products.
