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Understanding consumer interest in product and process-based attributes for fresh produce

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  • Craig A. Bond

    (Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523)

  • Dawn Thilmany

    (Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523)

  • Jennifer Keeling Bond

    (Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO 80523)

Abstract

The choices consumers make about fresh produce, such as where it is purchased and what they are willing to pay, are likely influenced by a range of private and public attributes. This study uses factor and cluster analysis techniques to explore the preferences of consumers who responded to a 2006 national survey to determine the dimensions over which consumers make purchasing decisions and to identify key market segments. Analysis is based on a variety of survey questions relating to preferences for various fresh produce traits and process attributes, as well as willingness to pay for a subset of these attributes. We find that although there is only a small degree of correlation between tested variables, four consumer clusters can be identified as market segments: Urban, Assurance Seekers, Price Conscious Consumers, Quality and Safety Consumers, and Personal Value Buyers. Each cluster values both private and public attributes, though with differing intensities and focus. [EconLit citations: Q130, D120]. © 2008 Wiley Periodicals, Inc.

Suggested Citation

  • Craig A. Bond & Dawn Thilmany & Jennifer Keeling Bond, 2008. "Understanding consumer interest in product and process-based attributes for fresh produce," Agribusiness, John Wiley & Sons, Ltd., vol. 24(2), pages 231-252.
  • Handle: RePEc:wly:agribz:v:24:y:2008:i:2:p:231-252
    DOI: 10.1002/agr.20157
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    References listed on IDEAS

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    1. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2008. "What to Choose? The Value of Label Claims to Fresh Produce Consumers," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 33(3), December.
    2. Bellemare, Marc F. & King, Robert P. & Nguyen, Ngoc (Jenny), 2015. "Farmers markets and Food-Borne illness," MPRA Paper 65680, University Library of Munich, Germany.
    3. McFadden, Dawn Thilmany & Deselnicu, Oana & Costanigro, Marco, 2013. "How Consumers Respond to Corporate Social Responsibility Initiatives: A Cluster Analysis of Dairy Consumers," Journal of Food Distribution Research, Food Distribution Research Society, vol. 44(1), March.
    4. Moser, Riccarda & Raffaelli, Roberta & Thilmany, Dawn D., 2011. "Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 14(2).
    5. Azucena Gracia, 2014. "Consumers’ preferences for a local food product: a real choice experiment," Empirical Economics, Springer, vol. 47(1), pages 111-128, August.
    6. Badar, Hammad & Ariyawardana, Anoma & Collins, Ray, 2015. "Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(3).
    7. Sackett, Hillary M., 2011. "Consumer Perceptions of Sustainable Farming Practices: A Best-Worst Scenario," Graduate Research Masters Degree Plan B Papers 115966, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    8. Meldrum, James R. & Champ, Patricia A. & Bond, Craig A., 2013. "Heterogeneous nonmarket benefits of managing white pine bluster rust in high-elevation pine forests," Journal of Forest Economics, Elsevier, vol. 19(1), pages 61-77.
    9. Sackett, Hillary M. & Shupp, Robert S. & Tonsor, Glynn T., 2012. "Discrete Choice Modeling of Consumer Preferences for Sustainably Produced Steak and Apples," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123517, Agricultural and Applied Economics Association.
    10. Mirzaei, Omid & Micheels, Eric T. & Boecker, Andreas, 2016. "Product and Marketing Innovation in Farm-Based Businesses: The Role of Entrepreneurial Orientation and Market Orientation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 19(2).
    11. Bavorova, Miroslava & Gailhard, Ilkay & Lehberger, Mira, 2015. "Who Buys from Farmers' Markets and Farm Shops: The Case of Germany," 2015 Conference, August 9-14, 2015, Milan, Italy 211203, International Association of Agricultural Economists.
    12. Chang, Kuo-Liang & Elliott, Lisa M. & Sand, Shannon & Dailey, Rocky & Blachford, Sierra, 2014. "A Study of the Impacts of Social Media Outlets on Generation-X and Millennial Consumers’ Beef Consumption, with an Emphasis on the Importance of Nutrition Information," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 169648, Agricultural and Applied Economics Association.
    13. Sackett, Hillary M. & Shupp, Robert & Tonsor, Glynn, 2013. "Consumer Perceptions of Sustainable Farming Practices: A Best-Worst Scenario," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 42(2), August.
    14. Marco A. Palma & Alba J. Collart & Christopher J. Chammoun, 2015. "Information Asymmetry in Consumer Perceptions of Quality-Differentiated Food Products," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(3), pages 596-612, November.
    15. Irz, Xavier & Leroy, Pascal & Réquillart, Vincent & Solerb, Louis-Georges, 2015. "Farmers' Markets and Farm Shops in Germany: is the motivation to buy there the same?," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202721, European Association of Agricultural Economists.
    16. Bond, Craig A. & Thilmany, Dawn D. & Bond, Jennifer Keeling, 2007. "What to Choose? The Value of Label Claims to Produce Consumers," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon TN 9704, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    17. Chad M. Baum, 2013. "The Missing Link between Research and Reality: the significance of the relationship between retail format and organic food consumption," Jena Economic Research Papers 2013-049, Friedrich-Schiller-University Jena.

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