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Consumer Preferences for Locally Produced Strawberries

Author

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  • Hinson, Roger A.
  • Bruchhaus, Michael N.

Abstract

Consumers were surveyed to understand preference in an effort to stabilize acreage and market share in a minor strawberry production area. Preferred attributes were identified using conjoint analysis. Local product was highest in overall relative importance, followed by price, pesticide strategy, and container. Cluster analysis identified groups with similar demographics. For two groups, local product was 77 percent and 67 percent of relative importance; for another group, price was about 75 percent of importance; while the final group was balanced across three attributes. Alignment with consumer preferences and with strategies of local retailers and wholesalers lead to suggested tactics to support local product.

Suggested Citation

  • Hinson, Roger A. & Bruchhaus, Michael N., 2008. "Consumer Preferences for Locally Produced Strawberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 39(3), pages 1-11, November.
    • Handle: RePEc:ags:jlofdr:55984
    DOI: 10.22004/ag.econ.55984
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    Cited by:

    1. Coffey, Brian & Trinetta, Valentina & Nwadike, Londa & Yucel, Umut, 2020. "Producer Willingness to Pay for Enhanced Packaging to Prevent Postharvest Decay of Strawberries," Journal of Applied Farm Economics, Purdue University, vol. 3(1), January.
    2. Meng Wang & Vikas Kumar & Ximing Ruan & Mohammed Saad & Jose Arturo Garza-Reyes & Anil Kumar, 2022. "Sustainability concerns on consumers’ attitude towards short food supply chains: an empirical investigation," Operations Management Research, Springer, vol. 15(1), pages 76-92, June.

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