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Abstract
Peaches with PDO Calanda are one of the 20 fruits with PDO existing in Spain. The aim of this work is to
understand how consumers make their choices based on the most important peaches’ attributes and levels. In this
work, 4 attributes with 3 levels in each attribute have been considered (price: 1.5 €/kg, 2.5 €/kg and 3.5 €/kg; origin:
PDO Calanda, non PDO Calanda and non Calanda; packaging: bulk, conventional packaging and active packaging;
and fruit size: small, medium and big). Four Best-Worst (BW) exploded models have been utilised, two of them with
scale factors. All those models have been compared to two traditional Discrete Choice (DC) models. Results show
that traditional DC models have better performance than the other models and the best model is when consumers
select the best option. Within the exploded models, the choice sequence decisions starting from worst options are
better than those which start from best option. Consumers prefer PDO Calanda peaches over other types and the
positive difference in their Willingness to Pay (WTP) are more or less the same between peaches from Calanda with
PDO and without PDO as it is between the latter and peaches coming from other origins.