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Consumer Preferences for Fresh Citrus: Impacts of Demographic and Behavioral Characteristics

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  • Gao, Zhifeng
  • House, Lisa
  • Gmitter, Fred G., Jr.
  • Valim, M. Filomena
  • Plotto, Anne
  • Baldwin, Elizabeth A.

Abstract

In the last twenty years, trends within fresh fruit consumption have shifted from consumption of fresh citrus to non-citrus fresh fruit. Within citrus, consumers are switching from the traditionally dominant fruit, oranges, to tangerines. Using survey results from three cities in the U.S. on consumer preferences for fresh citrus products, we demonstrate that freshness, flavor and appearance are the most important attributes of fresh citrus. Heterogeneous preferences exist among consumers and both demographic and behavioral variables have significant impacts on preferences. Results indicate there are no dominant best predictors of consumer preferences. However, it appears there is potential to develop specific marketing strategies based on demographics.

Suggested Citation

  • Gao, Zhifeng & House, Lisa & Gmitter, Fred G., Jr. & Valim, M. Filomena & Plotto, Anne & Baldwin, Elizabeth A., 2011. "Consumer Preferences for Fresh Citrus: Impacts of Demographic and Behavioral Characteristics," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(1), pages 1-17, February.
    • Handle: RePEc:ags:ifaamr:100769
    DOI: 10.22004/ag.econ.100769
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    File URL: https://ageconsearch.umn.edu/record/100769/files/20100042_Formatted.pdf
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    References listed on IDEAS

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    1. John A. Fox, 1995. "Determinants of Consumer Acceptability of Bovine Somatotropin," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 17(1), pages 51-62.
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    Cited by:

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    2. Jiang, Yuan & House, Lisa A. & Kim, Hyeyoung & Percival, Susan S., 2017. "Zero-inflated ordered probit approach to modeling mushroom consumption in the United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 20(5).
    3. Owusu, Victor, 2012. "Assessing Consumer Willingness to Pay a Premium for Organic Food Product: Evidence from Ghana," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 123394, International Association of Agricultural Economists.
    4. Badar, Hammad & Ariyawardana, Anoma & Collins, Ray, 2015. "Capturing Consumer Preferences for Value Chain Improvements in the Mango Industry of Pakistan," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(3), pages 1-18, September.
    5. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    6. Dimech, Marco & Caputo, Vincenzina & Canavari, Maurizio, 2011. "Attitudes of Maltese Consumers Towards Quality in Fruit and Vegetables in Relation to Their Food-Related Lifestyles," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-16, November.
    7. Uwamariya, Beatrice, 2014. "Assessment of Consumer Awareness and Preferences for Quality Certification and Origin-Labeling in Fruit Salads in Kigali,Rwanda," Research Theses 198512, Collaborative Masters Program in Agricultural and Applied Economics.
    8. Hammad Badar & Azhar Abbas & Khalid Mushtaq & Thomas Dogot & Philippe Lebailly & Yenny Katherine Parra-Acosta & Hossein Azadi & David López-Carr, 2023. "Unravelling Consumer Preferences and Segments: Implications for Pakistan’s Mandarin Industry Development through Market Relocation," Land, MDPI, vol. 12(5), pages 1-18, April.
    9. Chen, Xuqi & Kassas, Bachir & Gao, Zhifeng, 2021. "Impulsive purchasing in grocery shopping: Do the shopping companions matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Chen, Xuqi & Gao, Zhifeng & Swisher, Marilyn & House, Lisa & Zhao, Xin, 2018. "Eco-labeling in the Fresh Produce Market: Not All Environmentally Friendly Labels Are Equally Valued," Ecological Economics, Elsevier, vol. 154(C), pages 201-210.

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