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Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment

Author

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  • Jay Lillywhite

    (College of Agricultural, Consumer, and Environmental Sciences, New Mexico State University, Las Cruces, NM 88003, USA)

  • Chadelle Robinson

    (Department of Agricultural Economics and Agricultural Business, College of Agricultural, Consumer, and Environmental Sciences, New Mexico State University, Las Cruces, NM 88003, USA)

Abstract

U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market.

Suggested Citation

  • Jay Lillywhite & Chadelle Robinson, 2023. "Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment," Agriculture, MDPI, vol. 13(9), pages 1-11, September.
    • Handle: RePEc:gam:jagris:v:13:y:2023:i:9:p:1792-:d:1237045
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    References listed on IDEAS

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