Ethnic Consumer Characteristics Influencing the Purchase of Locally Grown Greens and Herbs Due to Agroterrorism Concern: An Econometric Analysis

Threat to agriculture and the food supply is increasingly recognized as a national security problem, especially after the events of September 11, 2001. Agroterrorism can be defined as the deliberate introduction of an animal or plant disease with the goal of generating fear and creating economic instability.   Several studies have documented the impact of agroterrorism in general, but not in relation to cultural differences and food purchasing.  This study examined the relationship between ethnic consumers’ increased purchases of locally grown ethnic greens/herbs because of agroterrorism concern and consumer’s behavioral, perceptional, and demographic characteristics.  The main argument is that there exists a link between agroterrorism perceptions and consumer behavior. The paper raises conjectures through an econometric model and examines these through an ethnic consumer survey and a hypothetical agroterrorism risk in the east-coast United States. The 2010 telephone survey was conducted to collect data from 1117 consumers living along the east-coast of the U.S. and who identifying with one of four ethnic groups (Asian Indians, Chinese, Mexicans and Puerto Ricans),  were age 18 and older,, and were primary food shoppers.  A logit model was developed based on a survey question relating to increased purchases of locally grown ethnic greens and herbs due to agroterrorism concern.   The model indicated that 18% of respondents increased purchases of locally grown ethnic greens and herbs due to this concern.  Respondent groups more likely to buy locally grown ethnic greens and herbs due to agroterrorism concerns included those who felt packaging information is very important when selecting ethnic greens and herbs, were between ages 21 and 35, had post-graduate degrees, had an income over $200K, and were females.  Results also indicated that those who frequently visit ethnic grocery stores, those with more number of people in a household, and those with a two-year college degree were less likely to buy locally grown ethnic greens/herbs due to agroterrorism concern.  Additionally, Asian Indians, Puerto Ricans and Chinese respondents were less likely to increase their locally grown greens/herbs purchases compared to Mexicans, due to agroterrorism concern.  Results will be disseminated to small and medium-sized farmers to assist them with understanding these consumers’ behaviors in an effort to developing marketing strategies to best appeal to these ethnic groups.