Two Essays of Consumers Food Related Behavior in Agritourism

Abstract

As a sustainable strategy to conserve rural environment, agritourism has been gaining attention from many stakeholders and is expected to grow in the future. This study aims to investigate the consumers food-related behavior in agritourism. Essay 1 examines the effect of agritourism experience on consumers grocery purchase patterns. In order to achieve the aim of the research, the food expenditure data from consumer panel is analyzed by using Almost Ideal Demand System (AIDS). As a result, agritourism experience alters the consumers grocery purchase patterns in grain, vegetable, fruit, meat, and fish. In essay 2, the effects of meal type and food preparation activity on food evaluation are investigated. The field experiments are conducted with 130 participants in the restaurant. The results indicate that the food type significantly affects the willingness to pay, in addition, this main effect is moderated by food preparation activity.