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Consumer Preferences for Green Skin Avocados in the US Market: The Role of Experienced Quality Attributes, Credence Attributes, and Demographic Factors

Author

Listed:
  • Ballen Fredy H.
  • Evans Edward

    (Tropical Research and Education Center, University of Florida, Homestead, FL, 33031, USA)

  • Parra-Acosta Yenny Katherine

    (Business Administration, Universidad Militar Nueva Granada, Bogotá, Colombia)

Abstract

The purpose of this paper is to assess the effect of experienced quality attributes, credence quality attributes and demographic factors affecting green-skin avocado consumption. Data for the present study came from a consumer online survey to 355 avocado consumers. Consumer preferences were modeled by an ordered logit model. Results indicate that experienced quality attributes are the main drivers for green-skin avocado followed by origin and health credence attributes, respectively. Demographic factors other than ethnicity do not play a significant role for green-skin avocado consumption. Among other things, the findings indicate that consumers place a higher valuation on higher fat content compared to low calorie content, implying that the latter attribute should not be touted at the expense of the former. To the extent possible, the industry should focus on cultivars with higher fat content and develop promotional activities to target non-Hispanic consumers. The present study constitutes an effort to contribute to the existing literature as it explores the role of health credence attributes, a topic that has not received much attention.

Suggested Citation

  • Ballen Fredy H. & Evans Edward & Parra-Acosta Yenny Katherine, 2022. "Consumer Preferences for Green Skin Avocados in the US Market: The Role of Experienced Quality Attributes, Credence Attributes, and Demographic Factors," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 20(1), pages 15-23, May.
    • Handle: RePEc:bpj:bjafio:v:20:y:2022:i:1:p:15-23:n:4
    DOI: 10.1515/jafio-2020-0006
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    More about this item

    Keywords

    avocado fruit; credence attributes; experienced quality; food quality; quality expectation; D12; Q13;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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