Abstract
The primary objective of this study is to predict the willingness of Asian consumers' to buy locally grown ethnic produce. The study analyzes the results and compares the effects of Asian consumers' socio-economic characteristics on their willingness to buy locally grown ethnic produce. Based on survey data, a logistic regression model was developed to predict ‘who would be more willing to buy locally grown ethnic produce.’ The results of this analysis can be useful to policy makers, local produce growers and marketers who target diversified ethnic consumers.
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