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  • Author or Editor: Alisson P. Kovaleski x
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Consumer perception plays an important role in the decision to purchase organic vs. conventional produce. A web-based survey was used to evaluate perceptions and purchase behavior toward organic produce in a sample population of college-aged students. The effect of formal education on this perception was also investigated. Most subjects in this sample population were aware of and had positive perceptions of organic produce and organic agriculture. The likelihood of being an organic consumer was similar across genders, ages, and fields of study. Subjects who reported to be organic consumers associated less risk with organic produce than those who reported to never have purchased organic produce. A 50-minute lecture about organic agriculture altered the perception students had about organic produce. After the lecture, students expressed bleaker perceptions about the health benefits and ethical soundness of organic agriculture. On the other hand, after the lecture students expressed a more positive perception of the policies and regulations that govern the organic foods market. Overall, data suggest that students’ perception of organic produce and agriculture is based on anecdotal evidence and that formal education on the topic of organic agriculture can affect this perception.

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