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

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.