Bassi Ivana, Mian Giovanni, Troiano Stefania, Gori Enrico, Iseppi Luca
Department of Agricultural, Food, Environmental and Animal Sciences, University of Udine, Via delle Scienze 206, 33100 Udine, Italy.
Department of Economics and Statistics, University of Udine, via Tomadini, 30/a, 33100 Udine, Italy.
Foods. 2023 Jul 27;12(15):2865. doi: 10.3390/foods12152865.
The central objectives of this paper are to enhance the understanding of how consumers in developed economies value credence attributes and to understand their preferences for red-pulp kiwifruit. To achieve this, we utilised the choice experiment method through surveys conducted in Italy, Spain, France, and Germany, targeting kiwifruit consumers through specific questionnaires. Regarding red kiwifruit, a significant percentage of those who are already familiar with them either purchase or intend to purchase them. What is equally interesting is the high percentage of those who declared themselves to be undecided about making a purchase. Specific marketing actions can be directed towards the following two categories: converting the intention to purchase into an actual purchase and shifting the current inclination towards an intention or act of purchase, for example, by improving the knowledge about this relatively unknown fruit. This paper contributes to the market chain by assessing consumers' choice and willingness to pay for red kiwifruit, while also comparing developed economy markets.
本文的核心目标是增进对发达经济体消费者如何重视信任属性的理解，并了解他们对红肉猕猴桃的偏好。为实现这一目标，我们通过在意大利、西班牙、法国和德国进行的调查，利用选择实验法，通过特定问卷针对猕猴桃消费者展开研究。对于红肉猕猴桃，很大一部分已经熟悉它们的人要么已经购买，要么打算购买。同样有趣的是，宣称自己在购买问题上犹豫不决的人占比很高。具体的营销行动可以针对以下两类人群：将购买意愿转化为实际购买行为，以及将当前的倾向转变为购买意愿或行为，例如，通过增进对这种相对不太知名水果的了解。本文通过评估消费者对红肉猕猴桃的选择和支付意愿，同时比较发达经济体市场，为市场链做出了贡献。
