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Abstract
Consumer acceptance and willingness to pay for three nonconventional attributes associated
with six processed blueberry products was examined through an in-store conjoint experiment
survey. Both credence and experience attributes were considered, including whether the
products were produced locally, and whether they were organic or sugar-free. The results
indicate heterogeneity in consumer preference and willingness to pay for different attributes
across product categories. Local products and organic formulations generally received positive
willingness to pay across all products. This information has implications for blueberry
growers and retailers who are trying to create and position value-added products for maximum
revenue.