Customisable or local? Consumers’ preferences and willingness for the characteristics of fruit and vegetable box schemes in Scotland

Faical Akaichi and Luiza Toma

No 321234, 96th Annual Conference, April 4-6, 2022, K U Leuven, Belgium from Agricultural Economics Society - AES

Abstract: The demand for fruit and vegetable boxes (FVB) has increased sharply (111%) as a result of the Covid19 pandemic. Nonetheless, there is a growing fear that FVB schemes may increase food waste at home as, for example, many of the available fruit and veg boxes are not fully customisable. A choice experiment-based survey with 500 Scottish consumers was conducted to estimate consumers’ preferences and willingness to pay for strategies (e.g., completely customisable fruit and veg boxes) that can help reduce food waste that may result from the purchase and use of FVB. The preliminary results showed that customisability is a major barrier that is deterring over 76% of consumers from buying FVB. The sample consumers were found to be willing to pay a substantial price premium to improve the customisability of the FVB. Other FVB’s attributes that are frequently promoted by the sellers of FVB were found to be significantly less valued by 37% of the sampled Scottish consumers.

Keywords: Demand and Price Analysis; Food Consumption/Nutrition/Food Safety; Consumer/Household Economics (search for similar items in EconPapers)
Pages: 11
Date: 2022-04
New Economics Papers: this item is included in nep-agr, nep-dcm and nep-exp
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aesc22:321234

DOI: 10.22004/ag.econ.321234

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