The role of information on consumers’ preferences for locally produced apples in traditional rural areas

Fresh fruits cultivated in traditional areas are gaining consumers’ interest due to environmental and social benefits, and most importantly, the sensory characteristics (taste, texture) they possess. This research focused on two apple varieties “Golden”, and “Reineta” produced in the region of Aragón along the “Ebro River” and in a rural hilly area “Manubles”, which has a long tradition on apple production. We measure consumers’ valuation of apples produced in this rural area through a choice experiment with two treatments. In treatment A, consumers chose based on the information provided (rural area and cultivation characteristics), and then inspected and tasted the apples (as in a real purchase). In treatment B, consumers first visually inspected and tasted the apples and then chose the most preferred alternative. Results showed that consumers were willing to pay higher prices for the “Golden” than the “Reineta” variety, especially when experiencing taste before choice (Treatment B). Conversely, higher premiums were paid when the apples were presented with the rural area (Manubles) and cultivation information first, and then were tasted (Treatment A). These results highlight the importance of using sensory analysis in choice experiments and reveal that product information might increase consumers’ expectations, which may change after taste

Do market prices correspond with consumer demands? Combining market valuation and consumer utility for extra virgin olive oil quality attributes in a traditional producing country

The objective of this research is to examine whether there is a relationship between the value of attributes based on the market price and on consumer utilities. To address this objective, the results from a hedonic price (HP) approach are combined with the actual consumer utilities from a real choice experiment (RCE) for extra virgin olive oil (EVOO) attributes. The results indicate that the origin of production attribute positively influences consumer utility and it is also positively related to market EVOO prices. Conversely, the PDO quality certification positively influences consumer utility and willingness to pay, although it is not related to EVOO prices in the real market

Consumer preferences for extra virgin olive oil with Protected Designation of Origin (PDO)

Olive oil is one of the main components of the Mediterranean diet1, considered worldwide as one of the healthiest food diets. The consumption of olive oil provides important health benefits because it has been clinically proven that decreases the risk of heart attack and stroke (Kolata, 2013), reduces cholesterol, and prevents cancer mortality (Lopez-Miranda et al., 2010). As result, the consumption of olive oil has increased not only in producing countries (Mediterranean) but also in non-producing countries. However, the trends in consumption differed between them because in non-producing countries, the consumption has enormously increase since low levels, while in Mediterranean countries, consumption was relatively high but it has been a shift towards the consumption of higher quality olive oils. In particular, extra virgin olive oil and olive oil with some quality differentiations have faced an increase of consumption in Mediterranean countries such as Spain. One of the quality differentiations that have received increasing attention by consumers and producers is the Protected Designation of Origin (PDO) indication. Several empirical papers on olive oil consumption focused on analyzing the consumption of extra virgin olive oil (EVOO) and, in particular, extra virgin olive oil with PDO (Fotopoulus and Kristalis, 2001; Van der Lans et al., 2001; Scarpa and Del Giudice, 2004; Espejel et al., 2008; Menapace et al., 2011; Erraach et al., 2014; Yangui et al., 2014). They found that apart from the price that it is an important attribute for consumers, the origin of the olive oil, mainly, the Protected Designation of Origin is of great importance. This paper analyses consumers’ preferences for extra virgin olive oil in one Spanish region and assesses their willingness to pay (WTP) using a real choice experiment to mitigate possible hypothetical bias. In particular, preferences for two origin of production attributes are evaluated the geographical origin and the PDO indication. Error Component Random Parameter Logit model (EC RPL) was used to estimate the effect of the attributes on consumers’ utility and derive their WTPPublishe

Meat Wars: Measuring Consumer Preferences for Hybrid Plant-based Versus Pork Meat Alternatives in an Omnivorous Population.

This work examines consumer preferences for hybrid plant/pork- based meat Frankfurt sausages in Spain. An online survey measured preferences and willingness to pay through a discrete choice experiment (DCE). The results from an error component random parameter logit (ECRMPL) model show that consumers do not attach any utility on Frankfurt sausages made from hybrid meat (half pork half plant-based). Yet, consumers utility increases when sausages are sold in a package with 80% less plastic.Hybrid meatplant-based meatconsumerswillingness to pa

Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment

Nutritional claim (NC) requirements on food packages are among the most important and influential EU policy measures related to diet and have the capacity to promote healthy eating. This study combines a discrete choice experiment (DCE) method with eye-tracking (ET) technology to assess consumer preferences for multiple NCs in yogurt selection and explores the relationships between the NC preferences and the visual attention paid to these claims and the visual attention and choice decisions. The results indicate that the low-sugar NC was the least-preferred claim in all the models. Overall, the presence of NCs generally increases visual attention in terms of fixation count, which may be linked to an increased likelihood of affecting the final decision to purchase yogurts with NCs

El uso de tecnologías no disruptivas para una dieta más saludables: el caso del queso y jamón curado.

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Do virtual reality experiments replicate projection bias phenomena? Examining the external validity of a virtual supermarket

We examine whether projection bias is also present in virtual environments. Two hypotheses were tested using a between‐subject experiment with three conditions: (i) experimental context (virtual vs. real); (ii) consumption periods (today vs. tomorrow); and (iii) appetite level (hungry vs. satiated). An exact replication of the virtual supermarket was performed in a real supermarket setting to test for robustness. The findings indicate the presence of a projection bias in the virtual reality setting. The robustness test used to compare a virtual and a real purchase at the supermarket showed that subjects in the virtual environment behave similarly to those in a real supermarket. These results validate our findings and highlight virtual reality use as a new tool for investigating consumer behaviour in food research

Using the Near InfraRed molecular sensor technology to explore household consumption and purchase behavior of healthy food

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