Consumer Perceptions of Fruit and Vegetable Origin, Growing Methods, and Willingness to Pay in Trinidad and Tobago Marketplaces: Implications for Extension Programming

Abstract

Consumer behavior is a complex phenomenon encompassing internal, external, and situational factors. This study examined perceptions of market consumers about fruits and vegetables in Trinidad and Tobago in terms of produce origin, growing method, and willingness to pay. A stratified purposive sample of consumers at 14 unique market locations was surveyed to measure the three constructs and demographics. Descriptive statistics, correlational analysis, a ttest, and one-way analysis of variance were used to analyze the data. Findings revealed consumers have positive perceptions of locally grown produce and produce grown without chemicals. Findings also revealed a slight willingness to pay more for such characteristics. There were small to moderate correlations among the three constructs. Male and female perceptions of locally grown produce were significantly different, but no differences were found based on age. Extension educators working with producers who sell directly to consumers can utilize results from this study in working with clientele to tailor marketing and production strategies. Further research into social norms and perceived behavior control is recommended to better understand consumer behavior and help Extension better prepare stakeholders for success in the market places.