The role of information on consumers’ preferences for locally produced apples in traditional rural areas

Abstract

Fresh fruits cultivated in traditional areas are gaining consumers’ interest due to environmental and social benefits, and most importantly, the sensory characteristics (taste, texture) they possess. This research focused on two apple varieties “Golden”, and “Reineta” produced in the region of Aragón along the “Ebro River” and in a rural hilly area “Manubles”, which has a long tradition on apple production. We measure consumers’ valuation of apples produced in this rural area through a choice experiment with two treatments. In treatment A, consumers chose based on the information provided (rural area and cultivation characteristics), and then inspected and tasted the apples (as in a real purchase). In treatment B, consumers first visually inspected and tasted the apples and then chose the most preferred alternative. Results showed that consumers were willing to pay higher prices for the “Golden” than the “Reineta” variety, especially when experiencing taste before choice (Treatment B). Conversely, higher premiums were paid when the apples were presented with the rural area (Manubles) and cultivation information first, and then were tasted (Treatment A). These results highlight the importance of using sensory analysis in choice experiments and reveal that product information might increase consumers’ expectations, which may change after taste.