Preference for branded fresh produce and consumers' need for uniqueness: A mixed-methods investigation of consumer choice and thought process.

Branding is an important tool to increase a product's value. Fresh fruits and vegetables are largely unbranded. This study aimed to 1) investigate consumer preferences for brands (including brand transfers) of fresh produce, compared with other extrinsic attributes, 2) identify consumer segments and describe them with the psychological scale "food and beverage need for uniqueness" (FBNFU), and 3) explore consumer thought processing of brands during choice. We applied a concurrent mixed-methods approach: a discrete choice experiment and latent class analysis (quantitative) and a think-aloud interview (qualitative). Results showed that brands are not generally the most important attribute for choice. Experimental brand transfers received the lowest preference rating (i.e., part-worth utilities). However, for certain consumer segments, branding is most important. The consumer segments with the strongest preference for brands showed the highest level of FBNFU. Consumers' thought process during choice typically starts with brand recognition, and associations follow. Consumers with negative or no associations, or who were unfamiliar with the brand, disregarded the brand as the choice process progressed. Our results provide insights into the value of fresh-produce brands for consumers. Practitioners should target the FBNFU mindset and maximize brand awareness when promoting branded fresh produce.