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Consumer preferences for agricultural product brands in an E‐commerce environment

Author

Listed:
  • Erpeng Wang
  • Zhenzhen Liu
  • Zhifeng Gao
  • Qin Wen
  • Xianhui Geng

Abstract

Branding agricultural products are popular in the online market, but little is known about consumers' preferences for agricultural product brands in an E‐commerce environment. This study analyzed consumer preferences for three types of agricultural product brands and the interaction effect among them in an E‐commerce environment with a choice experiment. Our results show that regional brand shows remarkable complementary effects on grower brand and store brand, implying regional brand can enhance the value of other brands. Also, we found that there is a substitution effect between grower brand and store brand. Interestingly, we find that consumers prefer cheap or expensive fuji apples rather than middle‐price ones, implying significant consumption stratification in the Chinese online food market. This study also confirms the importance of the time window of delivery. This paper can provide critical information to optimize brand strategies of agricultural products in an E‐commerce environment. [EconLit citations: D12, Q11, Q13]

Suggested Citation

  • Erpeng Wang & Zhenzhen Liu & Zhifeng Gao & Qin Wen & Xianhui Geng, 2022. "Consumer preferences for agricultural product brands in an E‐commerce environment," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 312-327, April.
    • Handle: RePEc:wly:agribz:v:38:y:2022:i:2:p:312-327
    DOI: 10.1002/agr.21732
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