Alice Stiletto, Elisa Giampietri and Samuele Trestini
The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice…
Abstract
Purpose
The present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.
Design/methodology/approach
The paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).
Findings
By segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.
Research limitations/implications
The sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.
Practical implications
This study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.
Originality/value
This study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.
Details
Keywords
Elisa Giampietri, Adele Finco and Teresa Del Giudice
Investigating the drivers of consumers’ behaviour towards purchasing in short food supply chains (SFSCs) and clarifying their relationships, the purpose of this paper is to test…
Abstract
Purpose
Investigating the drivers of consumers’ behaviour towards purchasing in short food supply chains (SFSCs) and clarifying their relationships, the purpose of this paper is to test the theory of planned behaviour (TPB) in order to predict the intention and the behaviour under investigation.
Design/methodology/approach
The research includes a literature review of SFSCs. To investigate all the variables (attitudes, subjective norms (SN), perceived behavioural control (PBC) and intention) underlying consumers’ behaviour towards buying in SFSCs, an exploratory survey with a TPB questionnaire and a principal component analysis have been carried out among university students in Italy. Using a system of simultaneous equations, the relationships among variables have been measured.
Findings
Findings illustrate that both attitudinal variables (i.e. sustainability, typicality and loyalty), SN and PBC play a key role in the consumers’ intention, that has a predictive effect on behaviour instead of PBC.
Originality/value
This paper fulfils the purpose to explain and predict post-modern consumers’ preferences towards SFSCs, in order to orient policy strategies to support SFSCs.