Demand for Varied Fruit and Vegetable Colors
| dc.creator | Steele, Marie | |
| dc.creator | Weatherspoon, Dave | |
| dc.date | 2017-04-01T19:20:52Z | |
| dc.date.accessioned | 2026-07-09T10:32:55Z | |
| dc.description | The objective of this study is to assess the demand for fruit and vegetable (F&V) colors. Consumer preferences for F&V colors have yet to be examined though nutritional health benefits are associated with color and the USDA has promoted consumption based on the F&V color. Supermarket scanner receipt data from an independent supermarket in a primarily Hispanic neighborhood in the Midwest was collected from May 2014 through January 2015 and transformed into a panel dataset of customers’ two-week purchases. F&V were divided into four color classes: green, white, red/blue/purple, and yellow/orange. The Quadratic Almost Ideal Demand System adjusted to account for the large proportions of non-purchases and to control for additional explanatory variables was used for analysis. F&V weak separability was tested and failed; hence, eight color expenditure share equations (four for fruits and four for vegetables) were estimated within one model. Expenditures and prices significantly impact the demand for the F&V colors. Consumers are most price responsive to white F&V and most expenditure responsive to the red/blue/purple and yellow/orange F&V. | |
| dc.identifier | doi:10.22004/ag.econ.235912 | |
| dc.identifier | https://ageconsearch.umn.edu/record/235912/files/AAEA%20Colors%20Updated%20.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/235912 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/619805 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/235912 | |
| dc.title | Demand for Varied Fruit and Vegetable Colors | |
| dc.type | Text |