Investigating consumer preferences for agricultural products produced via alternative methods: The case of Izmir

The primary objective of this study is to determine consumers' preferences for agricultural production method. In the study, consumer preferences for organic, local and good agricultural practices were analyzed as alternative production methods for conventional agriculture. Firstly, factor analysis was performed to reveal whether the production method is one of the components that underlie food-purchasing decisions. The results showed that four factors that define food-purchasing decisions were identified: marketing conditions, product attribute, smell-appearance and freshness-hygiene. Secondly, the results generated by factor analysis were used in cluster analysis, and then consumers were classified into three segments: Hygienic, hedonic and cautious consumers. The results indicated that the target group was the hedonic consumers for policy interventions aimed at changing food-purchasing behavior. By considering income, price, information, information channel and purchase place, consumer preferences for the agricultural production methods were investigated by means of the conjoint analysis. The result of the analysis pointed out that consumers prioritize organic agriculture and good agricultural practices, as agricultural production method. The results showed that consumers could purchase the agricultural products produced by organic farming method, if health professionals would inform them and the product would be sold in the supermarkets. The results of the study provide insights into farmers, firms operating in the marketing channels, and policy makers.