Segmentation of consumer preference for food safety label on vegetables

Abstract

Purpose The purpose of this paper is to explore the differences in consumers’ preferences to food safety label (FSL) on vegetables in central and south central Chile in terms of sociodemographic characteristics, consumers’ food safety knowledge and frequency of vegetables consumption. Design/methodology/approach A survey was applied to 1,201 consumers in charge of buying vegetables for their households. The questionnaire measured consumer preference for FSL using tomatoes as a case study. Findings The most important attributes for consumers were price (57.3 percent), FSL (19.7 percent), point of sale (11.86 percent) and production system (11.07 percent). Cluster analysis was used to differentiate three types of consumers. The majority (50.5 percent) are consumers oriented to price of tomatoes more than other attributes. A second group (30.1 percent) considers it important to purchase tomatoes at the lowest price with the existence of a FSL. A minority (19.4 percent) was oriented to purchasing tomatoes with a FSL. The groups differ according to sociodemographic characteristics, food safety knowledge and frequency of vegetables consumption. Research limitations/implications The study was conducted in country in South America. The results revealed that the majority of consumers choose price over FSL. Nevertheless, a potential market niche was identified that was motivated by FSL as a potential risk-reduction strategy when making choices about fresh vegetables purchase. Practical implications FSL is a marketing tool to help the consumers about food decisions. Social implications To avoid problems associated to unsafe vegetables, FSL is used as a potential risk-reduction strategy when making choices about fresh vegetables purchase. Originality/value The research provides information about a market niche of consumers interested in the existence of an explicit FSL, due to their awareness of the risks associated with the consumption of vegetables. This topic has received little research in Latin American developing countries.