The current study assesses consumer preferences toward different production methods of clementines (Citrus clementina). Based on a survey of Italian urban individuals (N = 345), responsible for household food purchases, it investigates whether clementines produced by means of integrated farming system are perceived as a desirable alternative to organic and conventional fruits. A conjoint analysis was applied to estimate the mean relative importance of three different clementine attributes (namely, price, production method and presence of a geographical indication) and consumer utility attached to the different attribute levels. Results revealed price as the most important attribute; while only organic farming provided positive utility to consumers. Subsequently, the sample was clustered into four distinct market segments based on part-worth estimates, offering useful insights for practitioners and policy makers to design tailor-made interventions aimed at fostering sustainable clementines consumption.
Oh my darling clementine: Heterogeneous preferences for sustainable citrus fruits
Di Vita G.;Zanchini R.;Brun F.;
2021-01-01
Abstract
The current study assesses consumer preferences toward different production methods of clementines (Citrus clementina). Based on a survey of Italian urban individuals (N = 345), responsible for household food purchases, it investigates whether clementines produced by means of integrated farming system are perceived as a desirable alternative to organic and conventional fruits. A conjoint analysis was applied to estimate the mean relative importance of three different clementine attributes (namely, price, production method and presence of a geographical indication) and consumer utility attached to the different attribute levels. Results revealed price as the most important attribute; while only organic farming provided positive utility to consumers. Subsequently, the sample was clustered into four distinct market segments based on part-worth estimates, offering useful insights for practitioners and policy makers to design tailor-made interventions aimed at fostering sustainable clementines consumption.File | Dimensione | Formato | |
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Di Vita, 2021, Oh-my-darling-clementine, RAFS.pdf
Open Access dal 03/02/2022
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