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Bad Quality and the Peach Industry: Consumer Reaction to Inferior Produce

Author

Listed:
  • Campbell, Benjamin L.
  • Mhlanga, Saneliso
  • Lesschaeve, Isabelle

Abstract

The impact of introducing low quality fruit into the supply chain can have ramifications throughout the value chain. Taking peaches as an example, we utilize a Canada wide online consumer survey to better understand how a low quality purchase will affect a consumers’ repurchase from the same producer, packer, retailer, and region. Results indicate that approximately half of respondents showed a lower propensity to repurchase from value chain members, including a decreased propensity to repurchase from the production region selling lower quality fruit. Further, consumer characteristics and behaviors do play a role in how a consumer places blame for lower quality peaches.

Suggested Citation

  • Campbell, Benjamin L. & Mhlanga, Saneliso & Lesschaeve, Isabelle, 2014. "Bad Quality and the Peach Industry: Consumer Reaction to Inferior Produce," Journal of Food Distribution Research, Food Distribution Research Society, vol. 45(2), pages 1-17, July.
    • Handle: RePEc:ags:jlofdr:186926
    DOI: 10.22004/ag.econ.186926
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    References listed on IDEAS

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    3. George A. Akerlof, 1970. "The Market for "Lemons": Quality Uncertainty and the Market Mechanism," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 84(3), pages 488-500.
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