Market Research on the Consumer Preference of Biofertilizers in Mexico

Objective: To understand the preferences of agricultural and fruit producers regarding the use of mineral fertilizers, organic fertilizers, or biofertilizers. Design/Methodology/Approach: The consumer behavior theory was complemented with the ABC model of attitude: affective, behavioral, and cognitive. The tastes, preferences, and attitudes of producers were recorded regarding the use of different types of fertilizers. For this purpose, structured questionnaires, focus meetings, and direct observation were applied to a total sample of 100 producers. Results: The analysis recorded negative signs in the years_p (years as producer) and years_c (years with the same crop) coefficients, showing that a greater number of years in both variables resulted in a higher probability of a null preference for the application of biofertilizers; however, farmers with 0+ to 20 years of experience who sow certain cereals are more likely to apply biofertilizers. For their part, producers of perennial crops (e.g., fruit trees) did not show any preference for biofertilizers. Study Limitations/Implications: External factors (e.g., the local availability of biofertilizers, institutional support, or economic incentives) which could influence the decision of more experienced producers or producers who work with perennial crops to adopt biofertilizers were not taken into account. Findings/Conclusions: Producer experience and their likelihood to use biofertilizers had an inverse relationship, suggesting that deeply-rooted traditional practices are a barrier to the adoption of sustainable technologies.