Consumer Preferences for Delayed Ripening in Apples: A Comparative Study of Gene-Editing and All-Natural Fruit Coating

Abstract

This study investigates consumer preferences for food waste reduction technologies using a discrete choice experiment and Latent Class Analysis (LCA). Willingness to pay (WTP) results reveal a higher WTP for gene-edited ($2.64/lb) and spray-coated apples ($3.05/lb) relative to untreated apples ($1.80/lb). LCA identifies three consumer segments with distinct preferences and behavioral traits. Segment differences in WTP, food waste concern (F = 12.13, p \u3c 0.001), and consumption habits (F = 20.40, p \u3c 0.001) were statistically significant. Findings highlight the need for tailored marketing and policy strategies to promote the adoption of sustainable technologies and reduce food waste