Consumer preferences for agricultural product brands in an E‐commerce environment
Qin Wen and
Agribusiness, 2022, vol. 38, issue 2, 312-327
Branding agricultural products are popular in the online market, but little is known about consumers' preferences for agricultural product brands in an E‐commerce environment. This study analyzed consumer preferences for three types of agricultural product brands and the interaction effect among them in an E‐commerce environment with a choice experiment. Our results show that regional brand shows remarkable complementary effects on grower brand and store brand, implying regional brand can enhance the value of other brands. Also, we found that there is a substitution effect between grower brand and store brand. Interestingly, we find that consumers prefer cheap or expensive fuji apples rather than middle‐price ones, implying significant consumption stratification in the Chinese online food market. This study also confirms the importance of the time window of delivery. This paper can provide critical information to optimize brand strategies of agricultural products in an E‐commerce environment. [EconLit citations: D12, Q11, Q13]
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:38:y:2022:i:2:p:312-327
Access Statistics for this article
Agribusiness is currently edited by Ronald W. Cotterill
More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().