Abstract
Apple preferences of US consumers are widely explored. However, the key factors that drive the importance that US consumers place on apple attributes are rather unexplored. To fill this literature gap, an online survey with 383 US apple buyers was conducted. A two-step analysis consisting of descriptive statistics and partial least squares structural equation modelling indicates that subjective knowledge was the most important factor, determining both the discernment of buyers and attitudes towards US fruit growers. Objective knowledge and sociodemographic factors, other than education, were not found to have any impact. The discernment of a buyer and their ability to distinguish apple varieties had the greatest impact on the importance that US consumers placed on physical and commercial product attributes. It was also found that attitudes towards growers impacted on the importance which consumers place on both types of attributes. Given that consumer attitudes were shown to be a strong driver of their buying preferences, growers and grower associations should also consider highlighting the positive health and societal benefits that their products provide.
Highlights
Fresh apples are a commonly consumed and widely available product in food markets around the world [1,2]
The present study explored factors determining importance that US app consumers placed on physical andkey commercial apple attributes.the
The results emphasised the importance of subjective knowledge as the most important model was found to have an adequate fit and good explanatory and predictive pow factor determining the discernment of buyers and attitudes towards US growers
Summary
Fresh apples are a commonly consumed and widely available product in food markets around the world [1,2]. They are valued for their health benefits, which include being rich in Vitamin C and phenolic compounds [3,4]. In today’s food markets, consumers have the choice to either buy domestically produced apple varieties or those that are sourced from overseas [5]. New. Zealand’s reputation as a global leader in apple breeding, production and export makes sourcing apples from there attractive for overseas markets [6,7,8]. Seasonality can mean that apples grown in the US are insufficiently available, and this lack of supply is filled with
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