Department

Agricultural Education and Communication Department

Degree Name

BS in Agricultural Science

Date

12-2009

Advisor(s)

Robert Flores

Abstract

The purposes of this senior project were to identify college students’ perceptions and knowledge of organic food. This study also focuses on the respondents’ purchasing and budgeting of organic food. This information is essential to inform farmers and ranchers because it serves as an indicator of future market’s demands.

A thirteen item questionnaire was distributed to sixty-five students attending California Polytechnic State University, San Luis Obispo, enrolled in either Agricultural Education and Communication courses or Agricultural Business courses. Both upper and lower division classes were surveyed. The questionnaires were distributed and collected from June 2, 2009 to June 4, 2009.

The findings from this study suggest that the majority of respondents’ general perception towards organic food was neutral. There was a positive association between the perception and the dollars spent on organic food. The more a student viewed organic food positively, the more likely they were to spend money on organic products. There was also a negative relationship between the price point and aesthetics of organic food and the respondents’ buying habits. The study also found that the students’ neutral perception of organic food was somewhat different than that of the previous research done; that typically found organic food as being viewed positively by most respondents.

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