Exploring Perceptions of Raspberries and Blueberries by Italian Consumers

Consumer Preference and Willingness to Pay for Rice Attributes in China: Results of a Choice Experiment

Understanding urban consumers' preferences for rice attributes is crucial for rice breeders, producers, and retailers to meet diverse and evolving market demands. Based on the sample data of 629 rice consumers in Shanghai, China, obtained through the choice experiment (CE) approach, this study uses the mixed logit (ML) model to analyze consumers' preferences and willingness to pay (WTP) for food safety labels, brands, nutritional quality, and taste quality. Furthermore, the latent class (LC) model examines the heterogeneity in consumer group preferences. The research findings highlight that consumers prioritize taste quality as the most crucial attribute, followed by nutritional quality, food safety labels, and brand attributes. The premium rates for superior taste quality, organic certification labels, and green certification labels exceeded 100%. Interestingly, while combining organic certification with well-known international or domestic brands does not uniformly boost consumer preferences, incorporating green certification alongside well-known international or domestic brands significantly elevates those preference levels. Factors such as the external environment, consumption habits, and personal characteristics significantly influence individuals' preferences for rice attributes. Based on these insights, the study puts forth policy recommendations for rice breeders, producers, and retailers.

Analyzing Strawberry Preferences: Best-Worst Scaling Methodology and Purchase Styles

This research has investigated Italian consumers' preferences for and purchasing behaviors of strawberries utilizing the Best-Worst Scaling methodology (BWS). This approach enables the key factors that influence strawberry purchasing decisions to be identified and different choice groups to be characterized. To achieve this goal, a survey was conducted on a sample of 496 respondents living in the metropolitan area of Milan (North Italy). The declared preferences of the individuals for 12 strawberry characteristics, divided into intrinsic, extrinsic, and credence attributes, were first measured. A Latent Class Analysis (LCA) was then performed to identify different clusters of consumers according to the individuals' preferences. Subsequently, the heterogeneity of the clusters was tested, using the Chi-square test, and sociodemographic characteristics and purchasing habits were considered. The results suggest that the most important attribute in the choice of strawberries was appearance, highlighting the importance of preserving it throughout the supply chain, followed by one of the increasingly important aspects of diets, which is health benefits. The attribute considered the least important was the brand. This study demonstrates, from a holistic point of view, that sociodemographic characteristics, food habits, and perceptions of different strawberry attributes influence consumers' preferences and behaviors. Practical implications suggest a new prospective for communication marketing strategies for producers, creating a better brand identity and highlighting in their marketing all of the aspects that consumers would like to know about the fruits they choose as quality certifications.

An exploration of what freshness in fruit means to consumers

Perceived freshness is a key determinant of consumers' food choices but remains an imprecisely defined concept. A comprehensive and consumer-centric definition of freshness appears to be lacking, and the present research was situated in this knowledge gap, seeking, in particular, to explore the complexity of freshness in consumers' minds. People from the USA (n = 2092) took part in an online survey and completed a text highlighting task. Herein, participants read a text that described different aspects of freshness and the technologies used to prolong freshness during storage. While reading, they used highlighting functions within the software to indicate text content that they liked/disliked or agreed/disagreed with. The combined results from text highlighting and responses to the open-ended question "Considering the fruit you eat, why is freshness important to you?" confirmed that freshness is a complex construct with multiple dimensions and suggested that the complexity of freshness extends from food in general to specific product categories (in the case of fruit and apples). Further, the findings showed that freshness is desired by consumers because fruit are perceived as healthier and better tasting. The findings revealed negative attitudes towards stored fruit among participants, but also indicated some acceptance of the fact that some storage was unavoidable. Results provide useful insights to the development for communication strategies to increase consumer acceptance of stored apples and fruits in general.

Market potential and value-added opportunities of cold-hardy berries and small fruits in the Intermountain West, USA

Novel cold-hardy berries and small fruits represent an opportunity for growers in the Intermountain West, USA, as the harsh environment is not suited for other common berries and small fruits. This study analyzed the fresh market and value-added potential of haskap berries (Lonicera caerulea), saskatoon berries (Amelenchier alnifolia), and dwarf sour cherry (DSC) fruit (Prunus x kerrasis) by instrumental and consumer studies. Fresh and 2-week stored haskap (cv. Aurora), saskatoon (Lee 3), and DSC (Romeo) were measured for fruit weight, flesh firmness, bulk titratable acidity, pH, and soluble solid content. Participants (n = 115) in at-home sensory tests scored these fruits for overall liking (OL, 9-point hedonic scale), purchase intent (PI, 5-point scale), and willingness-to-pay (WTP, 5-point scale). Ten participants further shared insight on these fruits in focus groups. Instrumental testing found a significant decrease in flesh firmness for 2-week stored haskap, but the consumers' OL was still comparable to fresh haskap. The fresh and 2-week stored haskap received significantly higher OL, PI, and WTP scores (7.7 ± 1.0, 3.8 ± 1.0, and $3.7 ± 1.0; 7.7 ± 1.2, 3.8 ± 1.1, and $3.7 ± 1.0, respectively) compared to saskatoon (6.1 ± 1.8, 2.8 ± 1.1, and $3.0 ± 0.9, respectively) and DSC (5.6 ± 2.2, 2.5 ± 1.2, and $3.1 ± 1.0, respectively) (α = 0.05). The focus groups indicated that participants want to support local produce. The participants expressed interest in fresh unprocessed haskap berries, but preferred saskatoon and DSC in different value-added formats. Hence, this study concluded that there is an untapped fresh-market potential for haskap berries and there are value-added opportunities to extend the sale season and improve the palatability of saskatoon and DSC. PRACTICAL APPLICATION: This research has examined consumer perception of three species of novel small fruits by determining fresh-market potential and linking this to the opportunity for value-added product development. For haskap berries, the study not only indicated fresh market potential, but for the cultivar Aurora, consumer liking was not meaningfully altered by 2 weeks of cold storage. These results are meaningful because they will assist growers in the Intermountain West with market planning, including the possibility of formulating products that utilize these novel crops. This study provides growers the opportunity to diversify their income stream by utilizing local produce.

Who Are the Superfoodies? New Healthy Luxury Food Products and Social Media Marketing Potential in Germany

Superfoods, former traditional foods that in some cases are now regarded as new healthy luxury food products (NHLFP), have been growing in popularity in high- and middle-income societies. Despite a growing interest in superfoods, a precise definition of NHLFP, which appears to mark a subcategory of superfoods, together with a comprehensive analysis of NHLFP consumer segments does not yet exist. This is of particular relevance to managers as profound knowledge of different consumer groups is a prerequisite for the use of marketing approaches such as social media marketing. Therefore, this research proposes and validates an NHLFP definition and investigates whether promising NHLFP consumer groups can be identified based on selected psychographic and sociodemographic consumer characteristics and whether these groups are also accessible through social media marketing. A data set of 697 fruit consumers in Germany was retrieved in the time period of May to June 2020 and analyzed through exploratory factor analysis and hierarchical cluster analysis. Eleven factors and four consumer groups were identified, two of which represented favorable superfood consumer groups-one group consumed for intrinsic, health-related reasons rather than for luxury-driven motives, while the other showed tendencies to purchase superfoods for luxury reasons, thus emerging as a promising NHLFP target group. This group is relatively younger, well-educated, and highly receptive of online marketing.

Consumer Intention to Purchase Green Consumer Chemicals

The article deals with consumer behaviour when purchasing green products. It develops theoretical knowledge in the field of antecedents to purchase intention with a focus on the currently neglected consumer chemicals (detergents, cleaning agents and cosmetic products). Based on previous studies, antecedents of purchase intention for green consumer chemicals are identified and the significance of their influence is subsequently verified by empirical research. Confirmatory analysis is based on structural equation modelling of data obtained from a questionnaire survey conducted among 250 consumers. The empirical findings show that the main antecedents of green purchase intention in are environmental concern, green lifestyle and product knowledge. The influence of promotion and community can be regarded as weak to insignificant. The degree of influence of all investigated antecedents depends on the gender, age and level of education of consumers. Increasing the volume of purchasing green consumer chemicals will in particular require provision of more information to consumers to increase their awareness of environmental protection and green products.

Reflective mulch increases fruit yield of highbush blueberry (Vaccinium corymbosum L. cv. Darrow) grown in a northern maritime environment while maintaining key fruit quality traits

BACKGROUND

In maritime growing environments, blueberry yield often exhibits excessive season-to-season variation, associated with poorly adapted photosynthetic responses to low light conditions. It is therefore necessary to develop methods that stabilise yield while maintaining or improving fruit quality. Here, we placed reflective mulch alongside plants at the early green fruit stage, to test the hypothesis that increasing the available seasonal light integral could enhance blueberry yield. We further determined several quality characteristics to ensure fruit marketability.

RESULTS

Placement of mulch alongside plants reflected up to five times more light compared with bare ground, enhancing the amount of light reaching the canopy. This led to an adaptive increase of light saturated maximal photosynthetic rate of mulch-treated plants, resulting in a twofold increase in yield compared with control plants. Analysis of fruit quality characteristics showed that total soluble solids, sugars and organic acids were similar between treatments. Likewise, antioxidant capacity, total anthocyanin content and the content of individual anthocyanins did not change in response to reflective mulch treatment.

CONCLUSIONS

The use of reflective mulch should be explored by industry as a cost-effective method for enhancing blueberry yield while maintaining fruit quality in maritime environments. © 2020 Society of Chemical Industry.

Application of near infra-red spectroscopy as an instantaneous and simultaneous prediction tool for anthocyanins and sugar in whole fresh raspberry

BACKGROUND

The determination of fresh whole raspberry quality is a laborious and expensive process for commercial producers and researchers. Quantitative results for raspberry quality parameters are currently determined using a range of chemical tests within a commercial laboratory. The present work is the first calibration and validation of near infra-red spectroscopy (NIRS) for instantaneous and simultaneous of prediction of raspberry quality parameters. The importance and applicability of the findings of this research underscore its need and importance for both producers and researchers.

RESULTS

Near infra-red quantification models were developed to predict the level of soluble solid concentration (SSC) and anthocyanins present in whole fresh raspberries. Results highlighted a promising application for the prediction of anthocyanins (R² _cv = 0.77) and SSC (R² _cv = 0.77). The anthocyanin model had an root mean square error (RMSE) of 12.57 mg/L whilst SSC had 0.76 °Brix.

CONCLUSION

Both NIR models combined with new portable NIR devices provide unprecedented opportunity for the application of instantaneous and simultaneous quality parameter prediction for commercial raspberry producers and researchers. The numerous benefits NIR has brought to other horticultural industries are now closer for the raspberry industry with this proof of concept. © 2020 Society of Chemical Industry.

Consumer Attitudes and Preference Exploration towards Fresh-Cut Salads Using Best-Worst Scaling and Latent Class Analysis

This research explored the preferences and buying habits of a sample of 620 consumers of fresh-cut, ready-to-eat salads. A best–worst scaling approach was used to measure the level of preference stated by individuals regarding 12 attributes for quality (intrinsic, extrinsic and credence) of fresh-cut salads. The experiment was carried out through direct interviews at several large-scale retail outlets in the Turin metropolitan area (north-west of Italy). Out of the total number of questioned consumers, 35% said they did not consume fresh-cut salads. On the contrary, the rest of the involved sample expressed the highest degree of preference towards the freshness/appearance attribute, followed by the expiration date and the brand. On the contrary, attributes such as price, organic certification and food safety did not emerge as discriminating factors in consumer choices. Additionally, five clusters of consumers were identified, whose preferences are related both to purchasing styles and socio-demographic variables. In conclusion, this research has highlighted the positive attitude of consumers towards quality products backed by a brand, providing ideas for companies to improve within this sector and implement strategies to answer the needs of a new segment of consumers, by determining market opportunities that aim to strengthen local brands.

Consumer Preference Heterogeneity Evaluation in Fruit and Vegetable Purchasing Decisions Using the Best-Worst Approach

This study assesses consumer preferences during fruit and vegetable (FV) sales, considering the sociodemographic variables of individuals together with their choice of point of purchase. A choice experiment was conducted in two metropolitan areas in Northwest Italy. A total of 1170 consumers were interviewed at different FV purchase points (mass retail chains and open-air markets) using a paper questionnaire. The relative importance assigned by consumers to 12 fruit and vegetable product attributes, including both intrinsic and extrinsic quality cues, was assessed by using the best–worst scaling (BWS) methodology. The BWS results showed that “origin”, “seasonality”, and “freshness” were the most preferred attributes that Italian consumers took into account for purchases, while no importance was given to “organic certification”, “variety”, or “brand”. Additionally, a latent class analysis was employed to divide the total sample into five different clusters of consumers, characterized by the same preferences related to FV attributes. Each group of individuals is described on the basis of sociodemographic variables and by the declared fruit and vegetable point of purchase. This research demonstrates that age, average annual income, and families with children are all discriminating factors that influence consumer preference and behavior, in addition to affecting which point of purchase the consumer prefers to acquire FV products from.

Tasty or Sustainable? The Effect of Product Sensory Experience on a Sustainable New Food Product: An Application of Discrete Choice Experiments on Chianina Tinned Beef

This study aims to contribute to the existing literature by verifying whether the degree of liking of a new food product influences people’s preferences and willingness to pay from a discrete choice experiment when dealing with sustainable food products. To this purpose, we considered the case study of the introduction into the Italian market of a new food product: tinned Chianina meat. Among the attributes considered for this new product, two in particular were related to sustainability: organic breeding and the preservation of a traditional rural landscape. Half of the respondents underwent a sensory test before taking part in the hypothetical market (discrete choice experiment), while the remaining were administered the tests in reverse order. Tasting the product before the discrete choice experiment did not produce different willingness to pay (WTP) parameters as estimated by a taste factor interaction. However, separating the respondents into those who liked or disliked the product in the tasting condition revealed differences in willingness to pay results. The preferences are different for more than 50% of the attributes considered, and the magnitude of this difference is quite relevant. The WTP for one well known and certified sustainability related attribute—organic breeding—was not affected by the liking, while, for the other—the preservation of a traditional rural landscape—the effect of liking decreases the WTP. As a consequence, we suggest that tasting and liking studies should be routinely coupled with discrete choice studies when analyzing the introduction of new food products, especially when considering sustainable attributes in the experimental design. In the case of organic products where the expectations about taste are higher, neglecting to consider their sensory perception, along with the other discrete choice experiment attributes, could seriously undermine their long lasting success on the market.

Household Behavior with Respect to Meat Consumption: Differences between Households with and without Children

Meat consumers around the world are increasingly paying attention to product quality and safety, and are starting to reduce their meat consumption, especially with regard to red meat. This trend is prevalent in households with children who prefer health-certified meat products. Our study compares meat consumption habits in households with and without children or adolescences (0-18 years). A structured questionnaire was distributed to 401 retail purchasers at 12 different points of sales of meat in the Piedmont region in northwest Italy. Socio-demographic variables and quantitative-qualitative meat consumption habits of retail purchasers were investigated. One part of the questionnaire analyzed the relative importance of 12 meat choice purchasing attributes by employing the Best-Worst scaling methodology, a type of choice experiment. Our research found that households without children (subset B) have higher weekly meat consumption habits than those with children (subset A). Alternatively, the households with children (subset A) have a diet characterized by a greater variety of protein sources, such as legumes and fish. Both of the considered subsets preferred trusted butchers for meat buying, with supermarkets as a second choice. However, only consumers of subset A bought meat from farm butchers. Our team performed a consumer analysis to identify meat consumption patterns in the two considered subsets. Simultaneously, a Best-Worst analysis evidenced several choice attributes with different relevance for the two investigated samples segmentation in three clusters of purchase.