IDEAS home Printed from https://ideas.repec.org/a/eee/ecanpo/v85y2025icp2030-2042.html
   My bibliography  Save this article

Consumer preference for fresh produce: Does the biological control influence their choices?

Author

Listed:
  • Liu, Zhenzhen
  • Geng, Xianhui
  • Gao, Zhifeng
  • Zhang, Jingqiu

Abstract

This study investigates the impact of Biological Control (BC) methods on Chinese consumer preferences for fresh produce, with a particular focus on enhancing the functional components of pears. A Choice Experiment (CE) was conducted with 758 respondents from China, employing mixed Logit and Latent Class (LC) models to ascertain preference heterogeneity. Results indicate a strong consumer preference for pears enriched with vitamin C and fiber through BC, with consumers demonstrating a higher willingness to pay (WTP) for these functional attributes. Additionally, consumers prioritize food safety and environmental friendliness in their food choices, yet show indifference to the use of BC or other production technologies. The observed preference heterogeneity highlights the importance of market segmentation. Based on these insights, the study recommends leveraging labeling and branding strategies to communicate these quality attributes. The research contributes to understanding the evolving consumer demand for functional and environmentally friendly produce, providing valuable guidance for producers to align their offerings with market expectations and adopt biological control methods in a competitive market.

Suggested Citation

  • Liu, Zhenzhen & Geng, Xianhui & Gao, Zhifeng & Zhang, Jingqiu, 2025. "Consumer preference for fresh produce: Does the biological control influence their choices?," Economic Analysis and Policy, Elsevier, vol. 85(C), pages 2030-2042.
    • Handle: RePEc:eee:ecanpo:v:85:y:2025:i:c:p:2030-2042
    DOI: 10.1016/j.eap.2025.02.040
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0313592625000694
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.eap.2025.02.040?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nielsen, Jytte Seested, 2011. "Use of the Internet for willingness-to-pay surveys: A comparison of face-to-face and web-based interviews," Resource and Energy Economics, Elsevier, vol. 33(1), pages 119-129, January.
    2. Violet Muringai & Xiaoli Fan & Ellen Goddard, 2020. "Canadian consumer acceptance of gene‐edited versus genetically modified potatoes: A choice experiment approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 68(1), pages 47-63, March.
    3. Greene, William, 2007. "Functional Form and Heterogeneity in Models for Count Data," Foundations and Trends(R) in Econometrics, now publishers, vol. 1(2), pages 113-218, August.
    4. Wuyang Hu, 2004. "Trading off health, environmental and genetic modification attributes in food," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 31(3), pages 389-408, September.
    5. Carola Grebitus & Ellen J. Van Loo, 2022. "Relationship between cognitive and affective processes, and willingness to pay for pesticide‐free and GMO‐free labeling," Agricultural Economics, International Association of Agricultural Economists, vol. 53(3), pages 407-421, May.
    6. Train,Kenneth E., 2009. "Discrete Choice Methods with Simulation," Cambridge Books, Cambridge University Press, number 9780521766555, June.
    7. Siegerink, Veerle E. & Delnoij, Joyce & Alpizar, Francisco, 2024. "Public preferences for meat tax attributes in The Netherlands: A discrete choice experiment," Food Policy, Elsevier, vol. 128(C).
    8. Ren, Yanjun & Liu, Qi & Wu, Guanzhang & Loy, Jens-Peter, 2025. "Consumer preferences for sugar-sweetened beverages: Evidence from online surveys and laboratory eye-tracking choice experiments," Food Policy, Elsevier, vol. 130(C).
    9. Shijiu Yin & Wuyang Hu & Yusheng Chen & Fei Han & Yiqin Wang & Mo Chen, 2019. "Chinese consumer preferences for fresh produce: Interaction between food safety labels and brands," Agribusiness, John Wiley & Sons, Ltd., vol. 35(1), pages 53-68, January.
    10. Birgit Gassler & Claudia K. Faesel & Anke Moeser, 2023. "Toward a differentiated understanding of the effect of Nutri‐Score nutrition labeling on healthier food choices," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 28-50, January.
    11. Laura O. Taylor & Ronald G. Cummings, 1999. "Unbiased Value Estimates for Environmental Goods: A Cheap Talk Design for the Contingent Valuation Method," American Economic Review, American Economic Association, vol. 89(3), pages 649-665, June.
    12. Edenbrandt, Anna Kristina & Lagerkvist, Carl-Johan, 2024. "Can gene-editing accelerate the protein shift? Consumer acceptance of an upcycled meat-substitute," Food Policy, Elsevier, vol. 126(C).
    13. Ding, Yulian & Veeman, Michele M. & Adamowicz, Wiktor L., 2015. "Functional food choices: Impacts of trust and health control beliefs on Canadian consumers’ choices of canola oil," Food Policy, Elsevier, vol. 52(C), pages 92-98.
    14. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
    15. H. Holly Wang & Yu Jiang & Shaosheng Jin & Qiujie Zheng, 2022. "New online market connecting Chinese consumers and small farms to improve food safety and environment," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 70(4), pages 305-324, December.
    16. Shijun Gao & Carola Grebitus & Karen L. DeLong, 2024. "Explaining consumer willingness to pay for country‐of‐origin labeling with ethnocentrism, country image, and product image: Examples from China's beef market," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(2), pages 149-166, June.
    17. Wongprawmas, Rungsaran & Canavari, Maurizio, 2017. "Consumers’ willingness-to-pay for food safety labels in an emerging market: The case of fresh produce in Thailand," Food Policy, Elsevier, vol. 69(C), pages 25-34.
    18. Hue Vuong & David Pannell & Steven Schilizzi & Michael Burton, 2024. "Vietnamese consumers' willingness to pay for improved food safety for vegetables and pork," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 68(4), pages 948-972, October.
    19. Francisco J. Areal & Daniele Asioli, 2024. "Heterogeneous preferences and consumer willingness to pay for vitamin D fortification of eggs," Agribusiness, John Wiley & Sons, Ltd., vol. 40(3), pages 661-679, July.
    20. Katherine Fuller & Carola Grebitus, 2023. "Consumers' preferences and willingness to pay for coffee sustainability labels," Agribusiness, John Wiley & Sons, Ltd., vol. 39(4), pages 1007-1025, October.
    21. Valerie Kilders & Vincenzina Caputo, 2024. "A reference‐price‐informed experiment to assess consumer demand for beef with a reduced carbon footprint," American Journal of Agricultural Economics, John Wiley & Sons, vol. 106(1), pages 3-20, January.
    22. Bitzios, Michael & Fraser, Iain & Haddock-Fraser, Janet, 2011. "Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment," Food Policy, Elsevier, vol. 36(5), pages 714-724, October.
    23. Hongsha Wang & Qihui Chen & Bhagyashree Katare, 2023. "Nudging Chinese consumers to embrace sustainable milk consumption: How should information be provided?," Agribusiness, John Wiley & Sons, Ltd., vol. 39(S1), pages 1512-1534, December.
    24. Onozaka, Yuko & Honkanen, Pirjo & Altintzoglou, Themistoklis, 2023. "Sustainability, perceived quality and country of origin of farmed salmon: Impact on consumer choices in the USA, France and Japan," Food Policy, Elsevier, vol. 117(C).
    25. Mariam Ishaq & Deepthi Kolady & Carola Grebitus, 2024. "The effect of information and beliefs on preferences for sustainably produced beef," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 51(3), pages 895-925.
    26. Campbell, Benjamin L. & Nelson, Robert G. & Ebel, Robert C. & Dozier, William A. & Campbell, Julie H. & Woods, Floyd M., 2008. "Mandarin Market Segments Based on Consumer Sensory Evaluations," Journal of Food Distribution Research, Food Distribution Research Society, vol. 39(3), pages 1-13, November.
    27. Marta-Pedroso, Cristina & Freitas, Helena & Domingos, Tiago, 2007. "Testing for the survey mode effect on contingent valuation data quality: A case study of web based versus in-person interviews," Ecological Economics, Elsevier, vol. 62(3-4), pages 388-398, May.
    28. John A. List, 2001. "Do Explicit Warnings Eliminate the Hypothetical Bias in Elicitation Procedures? Evidence from Field Auctions for Sportscards," American Economic Review, American Economic Association, vol. 91(5), pages 1498-1507, December.
    29. McCluskey, Jill J. & Loureiro, Maria L., 2003. "Consumer Preferences And Willingness To Pay For Food Labeling: A Discussion Of Empirical Studies," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-8, November.
    30. Wang, Liping & Chen, Longjun & Li, Chuang, 2024. "Research on strategies for improving green product consumption sentiment from the perspective of big data," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Penn, Jerrod & Hu, Wuyang, 2016. "Making the Most of Cheap Talk in an Online Survey," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236171, Agricultural and Applied Economics Association.
    2. Ding, Ye & Nayga Jr, Rodolfo M. & Zeng, Yinchu & Yang, Wei & Arielle Snell, Heather, 2022. "Consumers’ valuation of a live video feed in restaurant kitchens for online food delivery service," Food Policy, Elsevier, vol. 112(C).
    3. Bruno Lanz & Allan Provins, 2015. "Using discrete choice experiments to regulate the provision of water services: do status quo choices reflect preferences?," Journal of Regulatory Economics, Springer, vol. 47(3), pages 300-324, June.
    4. Bruno Lanz & Allan Provins, 2012. "Do status quo choices reflect preferences? Evidence from a discrete choice experiment in the context of water utilities' investment planning," CEPE Working paper series 12-87, CEPE Center for Energy Policy and Economics, ETH Zurich.
    5. Shijun Gao & Carola Grebitus & Karen L. DeLong, 2024. "Explaining consumer willingness to pay for country‐of‐origin labeling with ethnocentrism, country image, and product image: Examples from China's beef market," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 72(2), pages 149-166, June.
    6. Lopez-Becerra, E.I. & Alcon, F., 2021. "Social desirability bias in the environmental economic valuation: An inferred valuation approach," Ecological Economics, Elsevier, vol. 184(C).
    7. Ladenburg, Jacob & Olsen, Søren Bøye, 2008. "Gender-specific starting point bias in choice experiments: Evidence from an empirical study," Journal of Environmental Economics and Management, Elsevier, vol. 56(3), pages 275-285, November.
    8. Bazzani, Claudia & Scarpa, Riccardo & Begalli, Diego & Capitello, Roberta, 2025. "Reporting nutritional information on wine packaging: Does it affect consumers’ choices? Evidence from a choice experiment in Italy," Food Policy, Elsevier, vol. 131(C).
    9. Bechtold, Kai-Brit & Abdulai, Awudu, 2013. "Combining Likert scale attitudinal statements with choice experiments to analyze pref-erence heterogeneity for functional dairy products," 87th Annual Conference, April 8-10, 2013, Warwick University, Coventry, UK 158851, Agricultural Economics Society.
    10. Liu, Ruifeng & ,, 2021. "What We Can Learn from the Interactions of Food Traceable Attributes? a Case Study of Fuji Apple in China," 2021 Conference, August 17-31, 2021, Virtual 315916, International Association of Agricultural Economists.
    11. Kevin J. Boyle & Mark Morrison & Darla Hatton MacDonald & Roderick Duncan & John Rose, 2016. "Investigating Internet and Mail Implementation of Stated-Preference Surveys While Controlling for Differences in Sample Frames," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 64(3), pages 401-419, July.
    12. Kanchanaroek, Yingluk & Termansen, Mette & Quinn, Claire, 2013. "Property rights regimes in complex fishery management systems: A choice experiment application," Ecological Economics, Elsevier, vol. 93(C), pages 363-373.
    13. Jeff Luckstead & Rodolfo M. Nayga & Heather A. Snell, 2023. "US domestic workers' willingness to accept agricultural field jobs," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 45(3), pages 1693-1715, September.
    14. Aluisio Goulart Silva & Maurizio Canavari & Alcido Elenor Wander, 2018. "Consumer preferences and willingness-to-pay for integrated production label on common beans," Economia agro-alimentare, FrancoAngeli Editore, vol. 20(1), pages 11-28.
    15. Shyamal Chowdhury & J. V. Meenakshi & Keith I. Tomlins & Constance Owori, 2010. "Are Consumers in Developing Countries Willing to Pay More for Micronutrient-Dense Biofortified Foods? Evidence from a Field Experiment in Uganda," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(1), pages 83-97.
    16. Richartz, P. Christoph & Abdulai, Awudu & Kornher, Lukas, 2020. "Attribute Non Attendance and Consumer Preferences for Online Food Products in Germany," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 69(01), March.
    17. Carlsson, Fredrik & Frykblom, Peter & Johan Lagerkvist, Carl, 2005. "Using cheap talk as a test of validity in choice experiments," Economics Letters, Elsevier, vol. 89(2), pages 147-152, November.
    18. Gillespie Rob & Kragt Marit E., 2012. "Accounting for Nonmarket Impacts in a Benefit-Cost Analysis of Underground Coal Mining in New South Wales, Australia," Journal of Benefit-Cost Analysis, De Gruyter, vol. 3(2), pages 1-29, May.
    19. Zhu, Zhanguo & Zhang, Tong & Hu, Wuyang, 2023. "The accumulation and substitution effects of multi-nation certified organic and protected eco-origin food labels in China," Ecological Economics, Elsevier, vol. 203(C).
    20. Guimarães, Maria Helena & Nunes, Luís Catela & Madureira, Lívia & Santos, José Lima & Boski, Tomasz & Dentinho, Tomaz, 2015. "Measuring birdwatchers preferences: A case for using online networks and mixed-mode surveys," Tourism Management, Elsevier, vol. 46(C), pages 102-113.

    More about this item

    Keywords

    Biological control; Functional attributes; Safety; Eco-friendly; Natural enrichment;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ecanpo:v:85:y:2025:i:c:p:2030-2042. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/economic-analysis-and-policy .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.