Consumer preferences for differentiated fruit products
A tale of understanding, attention and bias
Bibliographic Data
| ID | 21295071 |
|---|---|
| Authors | Marcelo Pignatari (0000-0001-9623-276X, Utah State University Department of Applied Economics), Kynda R Curtis (0000-0002-3719-6444, Utah State University Department of Applied Economics), Arthur Caplan (Utah State University Department of Applied Economics), Sherzod B Akhundjanov (0000-0003-3372-3574, Utah State University Department of Applied Economics) |
| Year | 2026 |
| Pages | 1-16 |
| Publication date | 2026-07-06 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | British Food Journal (JOURNAL) |
| Journal identifiers | ISSN: 0007-070X • E-ISSN: 1758-4108 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/bfj-01-2026-0015 |
| OpenAlex | W7167288107 |
| Language | EN |
| References cited | 61 |
Purpose This study evaluates consumer preferences and willingness to pay (WTP) for labelled fruit products while explicitly accounting for attribute non-attendance (AN-A) and the role of information provision. It investigates consumer evaluations of organic, local, non-GMO and fresh labels across fresh and processed fruits, as well as how information provision impacts both label valuation and attribute attention. Design/methodology/approach A multi-method modelling framework is used to analyse consumer discreet choice experiment data collected via a late-2023 survey administered online in Utah. Findings Results show strong consumer preferences for labelled fruit products, with consistently significant premiums for the local label and more variable valuations of organic, non-GMO and fresh labels depending on product type. Models that account for AN-A produce lower and less statistically significant WTP estimates, indicating that failing to control for differences in choice consistency leads to upwards bias. Information provision shifts attribute attention, increases valuations of labels requiring clarification (e.g. organic) and decreases valuations for more intuitive labels (e.g. non-GMO). Practical implications Study results will assist food system stakeholders to more effectively market and customize differentiated fruit products suited to consumer preferences as well as aid future research in properly accounting for respondent AN-A in discrete choice studies. Originality/value This study uniquely integrates a multiple-model approach to evaluate consumer WTP while explicitly controlling for both scale heterogeneity and inferred AN-A. It further contributes new evidence on the effects of information provision on attribute valuation and patterns of attribute attendance
Consistency (knowledge bases) · Consumer behaviour · Consumer choice · Contingent valuation · Discrete choice · Product (mathematics) · Respondent · Valuation (finance) · Willingness to pay · Consumer Attitudes and Food Labeling · Economic and Environmental Valuation · Organic Food and Agriculture
Applied Choice Analysis
A latent class model for discrete choice analysis
The Generalized Multinomial Logit Model
Utility in Willingness to Pay Space
Consumers’ perceptions and preferences for local food
Modelling attribute non-attendance in choice experiments for rural landscape valuation
Are Choice Experiments Incentive Compatible? A Test with Quality Differentiated Beef Steaks
Organic wheat products and consumer choice
Consumer’s Willingness to Pay a Premium for Organic Fruits in China
Effect of distance of transportation on willingness to pay for food
Consequences of Participant Inattention with an Application to Carbon Taxes for Meat Products
Assessing consumer willingness to pay for Arctic food products
Willingness-to-pay for natural, organic, and conventional foods
Green market expansion by reducing information asymmetries
Consumer willingness to pay for redundant food labels
Rural-urban differences in willingness to pay for organic vegetables
A New Approach to Consumer Theory
| Citation velocity | historical |
|---|---|
| Highly cited | No |