The differences in preferences among traditional vs. non-traditional lentil consumers in Canada
Date
2024-07-22
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
ORCID
Type
Thesis
Degree Level
Masters
Abstract
Canada is a major producer and exporter of lentils, playing a significant role in the global pulse market. Understanding current and future trends in consumer preferences for lentils is crucial not only for the Canadian pulse sector, but also for lentil breeders and producers around the world. Canada is a highly diverse, multicultural country, making it an ideal setting to investigate lentil consumption patterns. This study uses survey data related to Canadian consumers with an ethnic tradition of lentil consumption as a proxy for understanding consumer behavior in other countries. By comparing the preferences for lentils among consumers who are culturally associated with lentil-consuming countries (traditional lentils consumers) and those who are not (non-traditional lentils consumers), the research aims to shed a light on the factors shaping the Canadian lentil market. An online survey of 1236 Canadian consumers was conducted to assess the differences in preferences among traditional versus non-traditional lentil consumers in Canada. Data are analyzed using Probit model. The results show that traditional lentil consumers, consumers for whom physical attributes of lentils are important, people who respect environmental issues, people who care about health, people who believe that lentils are easy to cook, and people who believe plant-based proteins like lentils are more affordable compared with meat, are more likely to consume lentils frequently. Also based on this research, consumers for whom animal rights are important, are less likely to consume lentils frequently. Consumers between 25-54 years old are more likely to be frequent lentil consumers relative to people 65 and above. Also, consumers with a postgraduate education level, are more likely to consume lentils frequently, relative to people with a bachelors’ degree. Also, avoiding consuming GMO-products and animal rights are more important for traditional consumers while physical attributes of lentils, convenience and affordability are more important for non-traditional lentils consumers.
Description
Keywords
Consumer behaviour, Latent class analysis, Ordered probit, lentils consumption
Citation
Degree
Master of Science (M.Sc.)
Department
Agricultural and Resource Economics
Program
Agricultural Economics