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

Ballen Fredy H., Evans Edward () and Parra-Acosta Yenny Katherine ()
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Ballen Fredy H.: Tropical Research and Education Center, University of Florida, Homestead, FL, 33031, USA
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

Journal of Agricultural & Food Industrial Organization, 2022, vol. 20, issue 1, 15-23

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.

Keywords: avocado fruit; credence attributes; experienced quality; food quality; quality expectation (search for similar items in EconPapers)
JEL-codes: D12 Q13 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1515/jafio-2020-0006

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