Segmentation of Consumer Preferences for Vegetables Produced in Areas Depressed by Drought

Cristian Adasme-Berríos, Rodrigo Valdes, Lisandro Roco, David Gómez, Emilia Carvajal, Camila Herrera, Joaquín Espinoza and Karla Rivera
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Cristian Adasme-Berríos: Departamento de Economía y Administración, Facultad de Ciencias Sociales y Económicas, Universidad Católica del Maule, Talca 3460000, Chile
Rodrigo Valdes: Escuela de Negocios y Economía, Pontificia Universidad Católica de Valparaíso, Valparaíso 2340000, Chile
David Gómez: Escuela de Economía Agrícola y Agronegocios, Universidad de Costa Rica, San José 11501-2060, Costa Rica
Emilia Carvajal: Escuela de Ingeniería Comercial, Universidad Católica del Maule, Talca 3460000, Chile
Camila Herrera: Escuela de Ingeniería Comercial, Universidad Católica del Maule, Talca 3460000, Chile
Joaquín Espinoza: Escuela de Ingeniería Comercial, Universidad Católica del Maule, Talca 3460000, Chile
Karla Rivera: Escuela de Ingeniería Comercial, Universidad Católica del Maule, Talca 3460000, Chile

Sustainability, 2022, vol. 14, issue 10, 1-13

Abstract: The megadrought in Chile’s north and central zones has impacted the horticultural production of family farming. One way to mitigate these effects is by adding value to vegetables. However, no studies show the main attributes consumers value of vegetables produced in the megadrought zone. The study’s objective was to evaluate consumer preferences and identify segments based on the extrinsic attributes of vegetables grown in areas depressed by drought. We surveyed 946 vegetable buyers from the Antofagasta, Valparaiso, and Maule regions. Through the conjoint analysis technique, we identified that the main attributes preferred by consumers were presentation (45.3%) and type of vegetables (21.8%), followed by labeling (15.9%), producers (10.3%), and origin (6.7%). The cluster analysis revealed the existence of three segments. The largest segment is motivated by the way vegetables are presented (49.7%), followed by a second segment that values multi-attributes (31.9%) and a smaller segment that is interested in labeling (18.4%). These findings can help position these products in the market and raise awareness of family farming and the economic and production problems that they currently face.

Keywords: family farm; extrinsic attributes; drought; vegetables; preferences (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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