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The purpose of this study was to predict Latinos’, consumers from Mexico and Puerto Rico, willingness to buy ethnic produce recently introduced or new to market. Specifically, we analyzed and compared socioeconomic characteristics of 542 Mexican and Puerto Rican consumers and expressed value judgments on their willingness to buy ethnic produce that has been recently introduced or new to market. This study was based on a primary data set collected from interviewing 542 Latino consumers (Mexico and Puerto Rico origin). A bilingual questionnaire was prepared in Spanish and English for Mexicans and Puerto Ricans in 16 states (Connecticut, Delaware, Florida, Georgia, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Vermont, and Virginia) and Washington, DC. Attributes that contributed toward willingness to buy new ethnic produce include respondent’s expenditure on total produce and ethnic produce, perceptions such as the importance of store availability, language, willingness to buy locally grown, organic, genetically modified, and country of origin labeled produce items. This information will assist market intermediaries and farmers better understand Latino consumers’ (Mexico and Puerto Rico group) perceptions and factors that drive willingness to buy ethnic produce that is recently introduced or new to market.

Willingness to Buy New Ethnic Produce Items: A Study of Latino Consumers from Mexico and Puerto Rico in the Eastern United States