Analysis of the relation between organic products consumption and box schemes use in Alicante (Spain)

doi:10.4236/as.2011.24065

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Vol.2, No.4, 505-510 (2011) Agricultural Sciences

doi:10.4236/as.2011.24065

Analysis of the relation between organic products

consumption and box schemes use in Alicante (Spain)

Fernando Vidal, David Bernardo López*, Francisco José del Campo

Departamento de Economía Agroambiental, EPSO, Universidad Miguel Hernández, Carretera de Beniel, Orihuela (Alicante), España;

*Corresponding Aut hor: [email protected]

Received 29 August 2011; revised 27 September 2011; accepted 15 October 2011.

ABSTRACT

Box-schemes or organic food subscription plans

consist on a regular delivery of a box of seasonal

fruits and/or vegetables, preferably organic, cul-

tivated in the vicinity at a specified point using

subscription, The object of the present work is

trying to examine whether th ere is a re lationship

between consumer knowledge about these short

distribution channels and the consumption of

organic products in the province of Alicante. A

survey has been conducted among 400 usual

food buyers in this Spanish province. It has

been found that the consumption of organic

products and the knowledge of such initiatives

are linked. We recommend to companies that

use this type of distribution channel to publicize

it s benefits.

Keywords: Box-Scheme; Environmental;

Consumer; K nowledge; D i stribution

1. INTRODUCTION

A box-scheme is a regular home delivery (or at a cen-

tral sale point), through subscription, of a seasonal fruit

and/or vegetables box, preferably organic, locally culti-

vated. Factors identified as success keys of this market-

ing channel are: supply variety, price/quality ratio, high-

quality and reliable delivery (Alonso and Guzmán, 2002

[1] and 2006 [2]; Alonso et al., 2002 [3]; Haldy, 2004 [4];

Midmore et al., 2004 [5]; Padel et al., 2004 [6]; Cavard

and Baros, 2005 [7]; Seyf ang, 2006 [8]; Baros, 2007 [9];

Brown et al., 2009 [10]; Diaz et al., 2009 [11]; Gliess-

man and Rosemeyer, 2010 [12,13]). Main operational

features of this distribution tool are: regular delivery;

product range and limited customer choice.

Spanish fresh fruit and vegetables consumption tends

to equalize models in European developed countries

based on differentiation and segmentation factors ac-

cording to demographic and social trends, and the in-

corporation to the demand function of product new fea-

tures and values of new features and values relative to

the product (Sanchez et al., 2001 [14]; Brugarolas and

Rivera, 2001 [15]; Colom and Saez, 2001 [16]; Soler et

al., 2002 [17]; Bernabéu et al., 2004 [18]; Montoro and

Castaneda, 2005 [19]; Brugarolas et al., 2005 [20] and

2007 [21] ).

Spain, despite being a major producer of organic farm-

ing, has a weak market and most of this production

(around 85%) is exported (Alonso, 2001 [22]; Guzmán

and Alonso, 2003 [23]). The growth of emerging envi-

ronmental markets need to maintain and enhance short

distribution channels and farmers cooperation (Alonso

and Guzmán, 2000 [24]; Cobo and González, 2001 [25];

Vicente and Ruiz, 2003 [26]; Padel et al. 2004 [6],

Alonso, 2004 [27]; Midmore et al., 2004 [5]; Diaz et al.,

2009 [11]).

This work aims to examine if there is a relationship

between consumer knowledge of these distribution chan-

nels and consumption of organic products in Alicante

province. Variables related to fresh product characteris-

tics that were most important for consumers have been

defined as factors. Then, segmentations have been made

attending organic products consumption and the box-

schemes level of knowledge. Finally, relationship be-

tween both is analysed.

2. MATERIALS AND METHODS

400 surveys were made throughout the province of

Alicante, with a maximum error of 5% and a level of

confidence of 95%, through a conglomerates sampling

with ramdom subsampling, looking for usual market

basket buyers of the usual food basket in entrance access

to facilities (supermarkets, hypermarkets, central mar-

kets, street markets, etc.).

In order to get a self—weighed up resulting sample,

the selection of conglomerates was done related to their

size at the first stage. Participation units in the sample

were also proportional to th e size of the conglomerate at

the second stage. A pre-test to 20 people was done to

F. Vidal et al. / Agricultural Sciences 2 (2011) 505-510

506

detect possible errors in the questionnaire design. Sur-

veys were conducted during June, October and Novem-

ber 2007 in order to avoid making surveys in the sum-

mer period due to the great possibility of finding non-

residents during July and August. Survey s were conducted

in Alcoy, Alicante, Villena, Elda, Petrer, Novelda, Denia,

Javea, Calpe, Benidorm, Villajoyosa, Altea, San Vicente

del Raspeig, San Juan, Elche, Crevillente, Torrevieja,

Orihuela and Pilar de la Horadada.

The survey consisted of 26 closed questions. It in-

cluded a filter question to rule ou t those who do not usu-

ally perform familiar food purchasing. The questionnaire

asked about organic products knowledge and consump-

tion frequency. It looked at buying and fruit/vegetables

consumption habits. It also asked about the willingness

to consume them. It also looked for identifying which

the most important features of fresh products were in

order to be purchased, the most valued characteristics of

the box-scheme, population lifestyles and the most rele-

vant socio-e conomic charac t eristics of the respondent.

3. RESULTS AND DIS CUSSION

As it has been said, the more valuated (b y responden ts)

variables related to the fresh product characteristics of

the fresh product were simplified in factors before the

segmentat i on s (Di az et al., 2009) [14]).

The first grou p of v ar iables, co nsisting of three factors

(which explain a total variance of 63.95%), refer to val-

ued attributes in fruit and vegetables. The first factor,

“product composition” includes attributes such as nutria-

tional value, health and texture; along with those pro-

duction methods that guarantee a more natural product

composition (organic and integrated production). A sec-

ond factor would be “production method and origin re-

gardless of the price” and it groups production related

attributes (local origin, D.O., etc.). The third factor, “or-

ganoleptic characteristics”, focuses on fresh product

taste, aroma and visual appearance.

A second group of variables would be box-scheme

product/service features. The three extracted factors ex-

plain a total variance of 66.73%. The first one, “product

characteristics and environmental benefits”, groups fea-

tures related to the product (freshness, local origin,

healthy, organic) and the environmental benefits th at this

type of direct sale produces (packaging and food miles

reduction, biodiversity improvement, etc.). The second,

“social and economic benefits” encompasses variables

related to support local economies and rural development.

Finally, the “personal benefits” factor groups variables

which impact directly on consumers (home delivery ser-

vice and shopping experience).

Finally, the third group of factors, consumer lifestyle,

shows two factors which explain a total variance of

53.60%. The first factor, “concern for health and nutria-

tion” encompasses aspects related to food and exercise.

The second factor, “social and environmental awareness

and responsible consumption” groups variables related

to environmental concern and collaboration with non-

governmental organizations and the fact of reading the

product labels.

3.1. Segmentation Based on the Level of

Organic Product Consumption

Alicante consumers have been segmented in four

groups based on organic products consumption (Table 1):

usual (9.2% of population), occasional and/or test (45%),

potential (those who do not consume but stated that they

could do it, 41.2% of resp ondents) and non consumption

(those who stated that they would not consume such

products, 4.6%). Table 2 shows the characterization of

these four segments attending different descriptive vari-

ables (the table only shows those variables that have

statistically significant relationships).

Table 1. Consumers segment characterization according to thei r orga ni c p r od u ct consumption based on several variables.

Segment 1 Segment 2 Segment 3 Segment 4

Variables/Factors Usual consumption

(9.2%) Occasional

consumption (45.0%)Potential

consumption (41.2%) Non consumption

(4.6%)

Fruits and vegetables attributes

Product compos i tion* 1.292a –0.308b 0.066b –0.148b

Production method and origin regardless of the price * 1.288a –0.043b –0.210b –0.262b

Organoleptic charac teristics* –0.389a –0.064a,b 0.090a,b 0.605b

Box-scheme product/service features

Product characteristics and environmental benefit s* 1.354a –0.108b –0.136b –0.424b

Social and economic benefi t s 0.348 –0.047 0.018 –0.400

Personal benefits –0.099 –0.111 0.116 0.237

Consumer lifestyle

Concern for health and nutrition* 1.001a –0.168b 0.031b –0.625b

Social and environmental awareness and responsible

consumption* 1.030a 0.102b –0.278b –0.560b

*Significant differences for p < 1%; Averages with different letters at the same row are statistically different (Tukey, p < 0.05).

F. Vidal et al. / Agricultural Sciences 2 (2011) 505-510

507507

Table 2. Consumers segment characterization according to their organic products consumption based on different descriptive vari-

ables.

Segment 1 Segment 2 Segment 3 Segment 4 Total

Country of origin**

Spanish 58.3% 83.1% 98.1% 100.0% 87.8%

EU citizen 33.3% 13.6% 1.9% 0.0% 9.9%

Non EU citizen 8.3% 3.4% 0.0% 0.0% 2.3%

Monthly fam ily incomes*

<1.000 € 0.0% 5.1% 1.9% 0.0% 3.1%

1.001 - 1.500 € 0.0% 20.3% 9.3% 1 6.7% 13.7%

1.501 - 2.000 € 16.7% 20.3% 33.3% 83.3% 28.2%

2.001 - 3.000 € 25.0% 37.3% 42.6% 0.0% 36.6%

>3.000 € 58.3% 16.9% 13.0% 0.0% 18.3%

Fruits and Vegetables buying places**

Supermarkets 75.0% 71.2% 64.8% 83.3% 69.5%

Hypermarkets 25.0% 18.6% 33.3% 50.0% 26.7%

Discount 16.7% 8.5% 5.6% 33.3% 9.2%

Traditional shop 75.0% 71.2% 75.9% 66.7% 73.3%

Central markets 66.7% 39.0% 38.9% 0.0% 39.7%

Street markets 41.7% 20.3% 5.6% 0.0% 15.3%

Others 8.3% 1.7% 0.0% 0.0% 1.5%

Knowledge about Box-sch eme*

They know it 75.0% 18.6% 1.9% 0.0% 16.0%

*, **Significant differences for p < 1% and 5 % r espectively.

Thus, organic products usual consumers value product

composition when choosing fruit and vegetables. They

pay attention to production systems that are environ-

mental respectful (organic and integrated production)

and the local origin of the product regardless of price.

They consider product features and environmental bene-

fits as the most important features when they valuate

box-scheme model. Regarding lifestyles, these consum-

ers are particularly concerned about their health and nu-

trition. They also show a strong social and environ-

mental awareness. They show the highest visit frequency

to central markets and street markets (Table 2). Th is can

be due to the fact that it is the segment where there are

more European Union citizens. It is also the segment

with higher incomes.

3.2. Segmentation Based on the Level of

Knowledge about Box-Scheme

Consumers have been segmented in three groups re-

garding their level of knowledge about this distribution

channel: low, medium or high (Tab le 3). The first seg-

ment is composed by consumers with a low level of

knowledge (it represents 29% of the population). The

second segment comprises those consumers with a me-

dium level of knowledge (46.6%). The third segment

represents those consumers whose knowledge is high

(24.4% of re spondent s).

Consumers that show a low level of knowledge about

box-scheme are characterized by having no interest on

product composition, environmentally friendly produc-

tion methods and product origin. They pay attention to

price when they choose fresh products. They do not ap-

preciate box-schemes and they note a great ignorance

about similar initiatives. They do not show any concern

about health or nutrition, neither about environmental

and social issues. They usually buy fruit and vegetables

at hypermarkets (higher proportion than the total aver-

age). Their purchase frequency is higher than the rest of

segments. The socio-economic and demographic vari-

ables stress their national character, their lower educa-

tional levels and the less variety of occupations (with

housewives highest proportion). This segment also shows

the lowest income levels (Table 4).

The second segment (consumers that showed a me-

dium level of knowledge about box-schemes) shows some

interest on fresh product composition when choosing it.

However, they do not note it regarding production sys-

tem or origin. They value produc t characteristics and en-

vironmental benefits of box-schemes. They do not value

its social benefits. Their lifestyles seem slightly con-

cerned about health and nutrition, without a strong social

or environmental awareness. Their fruits and vegetables

purchase habits reflect those of the average total except

F. Vidal et al. / Agricultural Sciences 2 (2011) 505-510

508

lightweight differences (they buy more in supermarkets

and less in street markets). Their knowledge about box-

schemes is slightly lower than the average.

The third segment corresponds to consumers who

showed a high knowledge about box-scheme. They greatly

appreciate the production method and fruit and vegetable

origin regardless of price. They give importance to prod-

uct composition. They perceive box-scheme as positive,

mainly because of product characteristics and its envi-

ronmental benefits, and, to a lesser extent, because of its

social benefits. Regarding their lifestyles, they show a

strong social conscience and environmental concern.

They also note a high concern for health and nutrition.

There is a higher proportion of consumers who buy at

central, street markets and discount (this last may due to

the high proportion of EU citizens in this segmen t) and a

lower proportion of shopping at hypermarkets. As we

found in the previous segmentation regarding usual

consumers, this segment shows shorter purchase fre-

quencies. This segment comprises the highest levels of

studies and the highest incomes.

3.3. Analysis of the Relation between

Organic Aroduct Consumption

and the Level of Knowledge

about Box-Scheme

The data obtained from both segmentations can be

compared. Firstly, it is possible to look at consumers

characteristics in segments that declare to consume or-

ganic products on a regular basis (Segment 1, Tab l e 1 )

and those with a high level of knowledge about short

distribution channels (Segment 3, Table 3).

Both segments value product composition, environ-

mentally friendly production systems and the local ori-

gin of the product regardless of price. Both groups also

perceive box-scheme positively, mainly because product

features and its environmental benefits.

Regarding their lifestyles, both are particularly con-

cerned about their health and nutrition and possess a

strong social and environmental awareness. In their fruit

and vegetables purchase habits, both groups have the

shortest purchase frequencies. They also are those who

visit the most central markets and street markets.

Finally, looking at other socio-economic and demo-

graphic variables, both groups show a greater presence

of University studies and a higher income level.

Similarly, it would also be possible to compare con-

sumer features of the segment that declares not to con-

sume such products (Segment 4, Table 1) and consumer

features with a low level of knowledge about box-scheme

(Segment 1, Table 3).

Both segments va lue above all fresh product attributes

its organoleptic characteristics, and are more concerned

about price. Similarly, they prefer the personal benefits

that box-scheme would bring them.

Their lifestyle similarities must be underlined. Both

groups do not show any concern about health, nutrition

and the environment. They are characterized by a lack of

a strong social conscience. Both groups presented the

highest percentages of shopping in supermarkets, hyper-

markets and discounts.

Regarding socio-economic and demographic variables,

we observe their Spanish character, a higher percentage

of housewives and the lowest income level.

Table 3. Consumers segment characterization according to their level of knowledge about box-scheme based on several variables.

Segment 1 Segment 2 Segment 3

Variables/Factors Low level (29.0%) Medium level (46.6%) High level (24.4%)

Fruits and vegetables attributes

Product compos i tion* –0.524a 0.124b 0.386b

Production m ethod and origin regardless of the price* * –0.364a –0.134a 0.687b

Organoleptic characteristics 0.130 0.019 –0.191

Box-scheme product/service features

Product characteristics and environmental benefit s* –0.672a 0.029b 0.743c

Social and economic benefits** –0.199a –0.053a,b 0.336b

Personal benefits 0.033 0.134 –0.295

Consumer lifestyle

Concern for health and nutrition* –0.501a 0.080b 0.442b

Social and environmental aware ness and responsible cons umption* –0.446a –0.040a 0.607b

*Significant differences for p < 1%; Averages with different letters at the same row are statistically different (Tukey, p < 0.05).

F. Vidal et al. / Agricultural Sciences 2 (2011) 505-510

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Table 4. Consumers segment characterization according to their level of knowledge about box-scheme based on different descriptive

variables.

Segment 1 Segment 2 Segment 3 Total

Country of origin*

Spanish 97.4% 90.2% 71.9% 87.8%

EU citizen 2.6% 6.6% 25.0% 9.9%

Non EU citizen 0.0% 3.3% 3.1% 2.3%

Studies**

School 21.1% 8.2% 3.1% 10.7%

Compulsory Educ ati on 26.3% 19.7% 6.3% 18.3%

High School 21.1% 19.7% 6.3% 16.8%

Professional Education 15.8% 16.4% 31.3% 19.8%

Degree 15.8% 36.1% 53.1% 34.4%

Job**

Housewife 42.1% 36.1% 3.1% 29.8%

Liberal Professi ons 2.6% 6.6% 15.6% 7.6%

Autonomous 7.9% 4.9% 31.3% 12.2%

Employee 31.6% 42.6% 25.0% 35.1%

Civil Servant 5.3% 0.0% 6.3% 3.1%

Civil Servant with degree 2.6% 3.3% 9.4% 4.6%

Retired 7.9% 1.6% 3.1% 3.8%

Student 0.0% 1.6% 3.1% 1.5%

Businessman 0.0% 3.3% 3.1% 2.3%

Monthly family incomes**

<1.000 € 5.3% 3.3% 0.0% 3.1%

1.001 - 1.500 € 26.3% 9.8% 6.3% 13.7%

1.501 - 2.000 € 36.8% 27.9% 18.8% 28.2%

2.001 - 3.000 € 31.6% 39.3% 37.5% 36.6%

>3.000 € 0.0% 19.7% 37.5% 18.3%

Fruits and Vegetables buying pla c e s *

Supermarkets 63.2% 72.1% 71.9% 69.5%

Hypermarkets 36.8% 26.2% 15.6% 26.7%

Discount 7.9% 8.2% 12.5% 9.2%

Traditional shop 76.3% 73.8% 68.8% 73.3%

Central markets 36.8% 39.3% 43.8% 39.7%

Street markets 10.5% 11.5% 28.1% 15.3%

Others 0.0% 0.0% 6.3% 1.5%

Fruits and vegetables buying frequency**

Every 2 days 26.3% 11.5% 21.9% 18.3%

Every 3 - 4 days 44.7% 75.4% 75.0% 66.4%

Once per week 28.9% 13.1% 3.1% 15.3%

Knowledge about Box-sch eme**

They know it 2.6% 11.5% 40.6% 16.0%

*, **Significant differences for p < 1% and 5 % r espectively.

4. CONCLUSIONS

The objective of this work was to examine whether

there was a relationship between the organic product

consumption and the use of box-scheme in the province

of Alicante.

It has been seen how there are many similarities be-

tween members of the segments that declare to consume

organic products regularly and those that show a high

level of knowledge about these short distribution chan-

nel. Something similar can be said about the consumer

segment that declares not to consume these products and

the consumer segment with a low level of knowledge

about box-scheme.

So, it can be said that consumption and knowledge are

linked. It would be interesting to analyse if knowledge

precedes consumption or vice versa in further research.

In any case, it seems clear that companies that use this

type of distribution channel must work to publicize its

benefits.

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