Who are the Potential Consumers of Organic Fruits and Vegetables in Central Chile? A CHAID Approach

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The demand for organic fruits and vegetables (F&V) is growing worldwide, creating market opportunities for developing countries as major suppliers. However, most export-oriented developing countries such as Chile have an undeveloped domestic market for organic products. This article identifies the segments of potential consumers of organic F&V in Central Chile using an exploratory CHAID model. A questionnaire was administered by surveying a random sample of 425 F&V consumers in central Chile. The results of the CHAID model suggest two segments of potential consumers of organic F&V. Both groups show awareness of the concept of organic food. Additionally, the first segment perceives organic agriculture to have ethical benefits to the society and considers organic F&V as healthy and nutritious; this group has a probability of over 80% to consume organic F&V. The second segment shows less awareness of the ethical benefits to society and its probability of consuming organic F&V depends on family income level. We discuss major implications for further studies on organic consumers. 

Cristian Adasme-Berríos
Mercedes Sánchez
Roberto Jara-Rojas
Alejandra Engler
Marcelo Rodríguez
Marcos Mora
Revista de la Facultad de Ciencias Agrarias