Consumer Preference for Sustainable and Organic Processed Vegetables

Many studies have focused on consumer preferences for fresh organic produce. Yet the studies on consumer preferences for processed organic processed produce are lacking. We conducted online choice experiments with 1,062 U.S. consumers to investigate their preferences and willingness to pay for organic, sustainable, and local canned sweet corn. We found compared to conventionally grown canned sweet corn, consumers are willing to pay preimium prices for organic and sustainable canned sweet corn. The USDA organic certification and being local also generates price premiums. We found consumers’ demographics and Body Mass Index affect their preferences and willingness to pay for these attributes.