Willingness to Buy Organically Grown Ethnic Greens and Herbs: A Consumers Survey in the East-Coast Region of United States

The willingness to buy organically grown ethnic greens and herbs in the east-coast region of United States has been predicted by developing a logit model. The coefficients of the included ethnicities, namely Asian Indians, Mexicans, and Puerto Ricans have been found negative, indicating that they are less willing to buy organic ethnic greens and herbs compared to the Chinese. Better availability and wider variety positively influence the consumers’ willingness to buy organic ethnic greens and herbs. Those who give importance to food safety, food label, and health care, and are self-employed individuals, are more likely to buy organic ethnic greens and herbs. The households with an annual income of less than $ 20, 000 or between $ 20, 000 and $ 40, 000 are less likely to buy organic ethnic greens and herbs compared to those with an annual income of at least $80, 000. The study has indicated that further research is needed to examine the relationships between farm size and location, land operator characteristics, mix of products and marketing outlets, and relative costs and returns associated with cultivation of organic ethnic greens and herbs.