Consumer Preferences and Trade-Offs for Locally Grown and Genetically Modified Apples: A Conjoint Analysis Approach

Using conjoint analysis methodology, this study used an online survey to measure consumers’ preferences for the apple attributes as place of production, method of production, and price. The results of the conjoint analysis indicate that consumers are willing to make trade offs between the studied attributes. Segment analysis indicates Place-oriented consumers may be willing to pay 60% to 70% premiums for locally grown apples. The high consumer preferences for locally grown products combined with environmental benefits transferred through genetic modification provide an opportunity for producers to capture and build their markets, especially within certain market segments.

Issue Date:
Nov 01 2008
Publication Type:
Journal Article
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Published in:
International Food and Agribusiness Management Review, Volume 11, Issue 4
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JEL Codes:
Q10; Q13

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

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