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Consumers’ preferences for apple production attributes: results of a choice experiment

Lookup NU author(s): Shan Jin, Dr Glyn Jones, Professor Lynn FrewerORCiD



This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).


Various food safety and environmental problems in China had raised consumer awareness of food safety issues and negative environmental impacts in various supply chains. This research assessed consumers preferences and willingness to pay (WTP) for food safety and ecosystem delivery attributes associated with apples, demonstrated through application of different traceability systems. Research participants were recruited in Beijing (N = 384) and Shanghai (N = 320). Choice experiment methodology was applied. The data were analyzed using conditional logit, random parameter logit and latent class models; the results indicated significant consumer preferences for traceability information, including in relation to lower pesticide usage and application of organic fertilizer during primary production. The results also indicated that participants in this research had a significant willingness-to-pay premium for apple products that had production information traceability, reduced pesticide use and were grown with organic fertilizers. The models demonstrated heterogeneous preferences among participants such that consumers could be divided into three classes: non-price-sensitive (53.5%), pesticide-sensitive (21.7%), and price-sensitive (24.8%).

Publication metadata

Author(s): Qu Q, Chen J, Li W, Jin S, Jones GD, Frewer LJ

Publication type: Article

Publication status: Published

Journal: Foods

Year: 2023

Volume: 12

Issue: 9

Online publication date: 08/05/2023

Acceptance date: 04/05/2023

Date deposited: 13/06/2023

ISSN (electronic): 2304-8158

Publisher: MDPI AG


DOI: 10.3390/foods12091917

Notes: Gold open access


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