Bad Quality and the Peach Industry: Consumer Reaction to Inferior Produce

The impact of introducing low quality fruit into the supply chain can have ramifications throughout the value chain. Taking peaches as an example, we utilize a Canada wide online consumer survey to better understand how a low quality purchase will affect a consumers’ repurchase from the same producer, packer, retailer, and region. Results indicate that approximately half of respondents showed a lower propensity to repurchase from value chain members, including a decreased propensity to repurchase from the production region selling lower quality fruit. Further, consumer characteristics and behaviors do play a role in how a consumer places blame for lower quality peaches.


Issue Date:
2014-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/186926
Published in:
Journal of Food Distribution Research, Volume 45, Number 2
Page range:
82-98
Total Pages:
17




 Record created 2017-04-01, last modified 2018-01-22

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