 CONSUMER PREFERENCES FOR FOOD SAFETY ATTRIBUTES IN FRESH APPLES: MARKET SEGMENTS, CONSUMER CHARACTERISTICS, AND MARKETING OPPORTUNITIESGregory A. Baker Journal of Agricultural and Resource Economics, 1999, vol. 24, issue 01, 18 Abstract: Past research has yielded conflicting results on consumer valuation of food safety characteristics. In this study, conjoint analysis is used to evaluate consumer responses to hypothetical apple products in a nationwide survey. Product characteristics include price, quality, pesticide use levels and the corresponding cancer risk, and type of government inspection. Consumers expressed a broad preference for reduced pesticide usage. Four market segments were identified corresponding to consumers: (a) who had a strong preference for food safety, (b) who exhibited a more balanced desire for all product characteristics, (c) who were extremely price sensitive, and (d) who had a strong preference for product quality. Results suggest that consumers in these segments differ based on demographic and psychographic characteristics. This information should prove useful to produce marketers in marketing produce that better meets consumers' needs. Keywords: Consumer/Household Economics; Food Consumption/Nutrition/Food Safety (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ags:jlaare:30876 Access Statistics for this article More articles in Journal of Agricultural and Resource Economics from Western Agricultural Economics Association Contact information at EDIRC. |
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