The Relative Importance of Search versus Credence Product Attributes: Organic and Locally Grown
Organic foods and local foods have come to the forefront of consumer issues, due to concerns about nutrition, health, sustainability, and food safety. A conjoint analysis experiment quantified the relative importance of, and trade-offs between, apple search and experience attributes (quality/blemishes, size, flavor), credence attributes (conventional vs. organic production method, local origin vs. product of USA vs. imported), and purchase price when buying apples. Quality is the most important apple attribute. Production methodâ€”organic versus conventionalâ€”had no significant impact on preferences.
Volume (Year): 40 (2011)
Issue (Month): 1 (April)
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