Preferences for Ethno-Cultural Foods in the Greater Toronto Area: A Market Research

Adekunle, Bamidele; Filson, Glen C.; Sethuratnam, Sridharan

doi:10.2139/ssrn.1738475

Cited by 7 publications

(11 citation statements)

References 25 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…There is a cross‐ethnic demand for these vegetables throughout the GTA (Adekunle et al ., , , ). Growing awareness generally within the urban populations about the health‐promoting effects of these vegetables should expand the already enormous demand registered in the study above.…”

Section: Discussionmentioning

confidence: 99%

Immigration and Chinese food preferences in the Greater Toronto Area

Adekunle

Filson

Sethuratnam

2013

Int J Consumer Studies

Self Cite

View full text Add to dashboard Cite

This paper presents important socio-economic characteristics of Chinese Canadians in the Greater Toronto Area (GTA) and the impact of these characteristics and acculturation on their expenditure on and consumption of ethnic vegetables. These consumers purchase ethnic vegetables based on attributes such as quality, traceable production, versatility and language. The factors that predict expenditure on ethnic vegetables among Chinese Canadians are as follows: the percentage spent on food out of total monthly income, years spent in Canada and acculturation. The estimated demand per month for Chinese ethnic vegetables in the GTA is $CAD21 million. Meeting this demand with ever more locally produced vegetables will reduce 'food miles', enhance niche market production and facilitate greater agricultural sustainability in Ontario.

show abstract

Section: Discussionmentioning

confidence: 99%

Immigration and Chinese food preferences in the Greater Toronto Area

Adekunle

Filson

Sethuratnam

2013

Int J Consumer Studies

Self Cite

View full text Add to dashboard Cite

show abstract

“…The conjoint experiment and purchase behavior questions focused on three ethno‐cultural vegetables: okra, yardlong bean, and Asian eggplant. As noted above, okra, yardlong bean, and Asian eggplant were chosen given their desirability by consumers of Chinese, South Asian, and African/Caribbean heritage (Adekunle et al., ) and given on‐going research trials with these vegetables in Ontario and Quebec.…”

Section: Methodsmentioning

confidence: 99%

“…The research trials are focusing on a variety of vegetables, however, three vegetables, okra, yardlong bean, and Asian long purple eggplant (Asian eggplant) are of particular interest. As noted by Adekunle et al (), okra, yardlong bean, and Asian eggplant are some of the most in‐demand vegetables by the three largest ethnic groups in Canada (Chinese, South Asian, and African/Caribbean heritage). With respect to demand in the GTA, Chinese heritage households spend $2.5 million per month on eggplant compared to $3.4 million for South Asian households calculations based on figures by Adekunle et al ().…”

Section: Introductionmentioning

confidence: 94%

“…As noted by Adekunle et al (), okra, yardlong bean, and Asian eggplant are some of the most in‐demand vegetables by the three largest ethnic groups in Canada (Chinese, South Asian, and African/Caribbean heritage). With respect to demand in the GTA, Chinese heritage households spend $2.5 million per month on eggplant compared to $3.4 million for South Asian households calculations based on figures by Adekunle et al (). Further, African/Caribbean households in the GTA spend $1.5 million/month on okra and $2 million on yardlong bean, whereas South Asian households spend another $3.4 million/month on okra.…”

Section: Introductionmentioning

confidence: 94%

“…The demand for ethno‐cultural vegetables in Canada has increased considerably over the last decade. According to Caicoo (), the ethnic food sector in Canada is growing 15–20% per year with 70% of retail sales growth coming from “visible minorities.” For vegetables, in particular, ethnic vegetable demand in the Greater Toronto Area (GTA; Canada) has been estimated to be $61 million per month (Adekunle, Filson, & Sethuratnam, ). For the most part, ethnic grocery stores have attempted to satiate demand by importing vegetables from South Asia, China, Africa, and Caribbean countries.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Market Dynamics Associated with Canadian Ethnic Vegetable Production

2015

View full text Add to dashboard Cite

Ethno-cultural vegetables are increasingly in demand in Canada. Little research has examined differences in cultural preferences for these vegetables. Using conjoint analysis within an online survey of Canada and key export markets in the U.S., we examine consumer preference for external attributes of several (okra, yardlong bean, and Asian long purple eggplant) ethno-cultural vegetables. Further, we examine how wide-scale introduction of U.S., Ontario, and Quebec vegetables into Ontario impacts the market.Our results indicate differences between ethnic heritage group preferences. We find home country bias as most ethnic groups positively value product from their home country. Results also indicate that the value of external quality, such as freshness, appearance, size, and firmness, on the purchase decision is different across ethnic heritage groups. We also find that the introduction of Ontario product competes well with U.S. product in Ontario, however, Quebec product could be the biggest competitor to Ontario production.

show abstract