Abstract
AbstractThe current study assesses consumer preferences toward different production methods of clementines (Citrus clementina). Based on a survey of Italian urban individuals (N = 345), responsible for household food purchases, it investigates whether clementines produced by means of integrated farming system are perceived as a desirable alternative to organic and conventional fruits. A conjoint analysis was applied to estimate the mean relative importance of three different clementine attributes (namely, price, production method and presence of a geographical indication) and consumer utility attached to the different attribute levels. Results revealed price as the most important attribute; while only organic farming provided positive utility to consumers. Subsequently, the sample was clustered into four distinct market segments based on part-worth estimates, offering useful insights for practitioners and policy makers to design tailor-made interventions aimed at fostering sustainable clementines consumption.
Highlights
Achieving sustainability in the global food industry is a burning issue of current production and consumption systems (Aschemann-Witzel et al, 2013)
In recent years, consumer preferences have shifted toward more sustainable purchasing choices, with increasing number of individuals including more environmentally-friendly products in their diets (Vermeir et al, 2020)
The conjoint experiment allowed to estimate consumer utility attached to the three different clementine attributes
Summary
Achieving sustainability in the global food industry is a burning issue of current production and consumption systems (Aschemann-Witzel et al, 2013) In this regard, and in recent years, consumer preferences have shifted toward more sustainable purchasing choices, with increasing number of individuals including more environmentally-friendly products in their diets (Vermeir et al, 2020). In recent years, consumer preferences have shifted toward more sustainable purchasing choices, with increasing number of individuals including more environmentally-friendly products in their diets (Vermeir et al, 2020) This is due to the spreading awareness on the impacts of conventional agricultural practices (Moisander, 2007), as well as to the growing interest for healthiness, nutritional and safety food dimensions (Asioli et al, 2017; Migliore et al, 2018). In a nutshell, integrated agriculture reduces the use of chemicals by integrating both organic and conventional
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