Exploring Perceptions of Raspberries and Blueberries by Italian Consumers

Consumers can be important active contributors to a sustainable society by selecting foods that are produced respecting environmental and socially ethical standards. In the fruit sector, sustainability issues are often associated with imprecisely defined concepts such as “locally grown”, “freshness” and “local product”. This study has investigated raspberries (Rubus idaeus L.) and blueberries (Vaccinium corymbosum L.) purchases in order to identify how berry fruits choice attributes are ranked by consumers in two Italian Regions, using a choice experiment (best-worst methodology). Twelve attributes—that indirectly refer to the concept of environmental sustainability—have been investigated. According to the preferences expressed by our sample of retail purchasers (n = 669), the results show that the reasons for the purchase of berries are associated with numerous parameters among which freshness and product origin are the most important and price was not ranked as so relevant. These findings indirectly testify the consumer attention towards the sustainability of local production and the link between sustainability and territory. Therefore, we can presume that the improvement of consumer familiarity with attributes such as “locally grown” and “local product” could support more eco-friendly consumption of raspberries and blueberries.