Paper presented at the 12th North American Agroforesty Conference, which was held June 4-9, 2011 in Athens, Georgia.In Ashton, S. F., S.W. Workman, W.G. Hubbard and D.J. Moorhead, eds. Agroforestry: A Profitable Land Use. Proceedings, 12th North American Agroforestry Conference, Athens, GA, June 4-9, 2011.A regional study of consumer satisfaction and preferences for various chestnut attributes was conducted in 2009. Surveys were distributed to five chestnut growers/sellers in Missouri, Iowa, Kansas, Ohio and Illinois to accompany chestnut sales to their individual customers. Returned surveys represented consumers from 18 states, mainly the U.S. Midwest but also from the East and West coasts. The survey measured consumer satisfaction with the chestnuts purchased (by using affective, cognitive and behavioral constructs), assessed consumer's general knowledge about chestnuts, frequency of consumption and familiarity with cooking. The survey also included a choice-based conjoint analysis to evaluate the effects of origin, production process and price on consumer preferences for chestnuts. Statistical results indicate that high satisfaction with chestnuts purchased increases the likelihood of future purchase. Most consumers who are buying chestnuts know that chestnuts need to be refrigerated but more educational effort is needed regarding the low fat content of chestnuts as compared to other nuts and the gluten free attribute of chestnut flour. Conjoint analysis of chestnut attributes (i.e., origin, production process and price) confirmed results of past studies conducted in Missouri. Holding other attributes constant, chestnut origin is the most important attribute influencing purchases, consumers strongly preferring locally grown chestnuts over U.S. grown or imported. Chestnuts grown organically or pesticide free were preferred over conventionally produced. Price has also a significant influence on the purchase decision but when used as part of the decision process together with the other attributes the relative influence of price on consumer choice is reduced.Mihaela M. Cernusca, Francisco X. Aguilar and Michael A. Gold ; The Center for Agroforestry, University of Missouri Columbia, MO.Includes bibliographical references
