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Consumer preference for fresh produce: Does the biological control influence their choices?

Author

Listed:
  • Liu, Zhenzhen
  • Geng, Xianhui
  • Gao, Zhifeng
  • Zhang, Jingqiu

Abstract

This study investigates the impact of Biological Control (BC) methods on Chinese consumer preferences for fresh produce, with a particular focus on enhancing the functional components of pears. A Choice Experiment (CE) was conducted with 758 respondents from China, employing mixed Logit and Latent Class (LC) models to ascertain preference heterogeneity. Results indicate a strong consumer preference for pears enriched with vitamin C and fiber through BC, with consumers demonstrating a higher willingness to pay (WTP) for these functional attributes. Additionally, consumers prioritize food safety and environmental friendliness in their food choices, yet show indifference to the use of BC or other production technologies. The observed preference heterogeneity highlights the importance of market segmentation. Based on these insights, the study recommends leveraging labeling and branding strategies to communicate these quality attributes. The research contributes to understanding the evolving consumer demand for functional and environmentally friendly produce, providing valuable guidance for producers to align their offerings with market expectations and adopt biological control methods in a competitive market.

Suggested Citation

  • Liu, Zhenzhen & Geng, Xianhui & Gao, Zhifeng & Zhang, Jingqiu, 2025. "Consumer preference for fresh produce: Does the biological control influence their choices?," Economic Analysis and Policy, Elsevier, vol. 85(C), pages 2030-2042.
    • Handle: RePEc:eee:ecanpo:v:85:y:2025:i:c:p:2030-2042
    DOI: 10.1016/j.eap.2025.02.040
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    More about this item

    Keywords

    Biological control; Functional attributes; Safety; Eco-friendly; Natural enrichment;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

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