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Consumer Preferences and Trade-Offs for Locally Grown and Genetically Modified Apples: A Conjoint Analysis Approach

Author

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  • Novotorova, Nadezhda K.
  • Mazzocco, Michael A.

Abstract

Using conjoint analysis methodology, this study used an online survey to measure consumers’ preferences for the apple attributes as place of production, method of production, and price. The results of the conjoint analysis indicate that consumers are willing to make trade offs between the studied attributes. Segment analysis indicates Place-oriented consumers may be willing to pay 60% to 70% premiums for locally grown apples. The high consumer preferences for locally grown products combined with environmental benefits transferred through genetic modification provide an opportunity for producers to capture and build their markets, especially within certain market segments.

Suggested Citation

  • Novotorova, Nadezhda K. & Mazzocco, Michael A., 2008. "Consumer Preferences and Trade-Offs for Locally Grown and Genetically Modified Apples: A Conjoint Analysis Approach," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 11(4), pages 1-23, November.
    • Handle: RePEc:ags:ifaamr:53738
    DOI: 10.22004/ag.econ.53738
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    Cited by:

    1. Zanchini, Raffaele & Blanc, Simone & Pippinato, Liam & Poratelli, Francesca & Bruzzese, Stefano & Brun, Filippo, 2022. "Enhancing wood products through ENplus, FSC and PEFC certifications: Which attributes do consumers value the most?," Forest Policy and Economics, Elsevier, vol. 142(C).
    2. Skreli, Engjell & Imami, Drini, 2012. "Analyzing Consumers’ Preferences for Apple Attributes in Tirana, Albania," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(4), pages 1-20, November.
    3. Yiwen Yang & PingSun Leung & Chu‐wei Tseng, 2022. "Price premium or price discount for locally produced food products? A 5W1H approach in meta‐analysis," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2261-2274, September.
    4. Garavaglia, Christian & Marcoz, Elena Maria, 2014. "Willingness to pay for P.D.O. certification: an empirical investigation," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 5(1), pages 1-12, July.

    More about this item

    Keywords

    Consumer/Household Economics;

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