Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment

Jay Lillywhite () and Chadelle Robinson
Additional contact information
Jay Lillywhite: College of Agricultural, Consumer, and Environmental Sciences, New Mexico State University, Las Cruces, NM 88003, USA
Chadelle Robinson: Department of Agricultural Economics and Agricultural Business, College of Agricultural, Consumer, and Environmental Sciences, New Mexico State University, Las Cruces, NM 88003, USA

Agriculture, 2023, vol. 13, issue 9, 1-11

Abstract: U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market.

Keywords: spicy peppers; chile; consumer preferences (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2077-0472/13/9/1792/pdf (application/pdf)
https://www.mdpi.com/2077-0472/13/9/1792/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jagris:v:13:y:2023:i:9:p:1792-:d:1237045

Access Statistics for this article

Agriculture is currently edited by Ms. Leda Xuan

More articles in Agriculture from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().