Consumer Preferences for Wheat Products Survey Data

This data was collected via an online survey via Qualtrics of consumers across 16 western United States in 2017. Date was used to examines determinants of consumer interest in organic versions of wheat products by analyzing differences in selected factors among groups of consumers, distinguished by their likelihood of purchasing organic wheat products. The analysis was performed for bread and cookies to examine whether the findings are different for virtue and vice food categories. Data was additionally used to examine consumer preferences and willingness to pay (WTP) for organic wheat products exhibiting single labels, as well as multiple labels. The additional labels considered were related to organic production (non-genetically modified organism [non-GMO]) or labels perceived as health-promoting (gluten-free, low-carb, sugar-free).