In fresh vegetable consumption, what food labels matters more for consumers?

Abstract

This study determines which labels should be used to differentiate vegetables products cultivated in Aragon in the local market. The aim is to analyse the importance attached by consumers when buying fresh vegetables to different labels. The labels analysed were “Protected Designation of Origin (PDO)”, “C’Alial regional brand”, “Direct sales”, “Organic”, “Km0”, “Local variety” or “Landrace”, and “Collective producer brand”. A Best-Worst method in which the respondents had to indicate which label is the most and least important was used. Data was gathered using an online survey of vegetable consumers in Aragon. The sample was stratified by age, gender, and province of residence. Label importance for consumers was assumed heterogeneous and a Random Parameters Logit (RPL) with correlated errors model was estimated. Results indicated that the most important label was “Direct sales”, followed by “Km0”, “Local variety”, “PDO” and “Organic”. The least value labels were “C’Alial”, and “Collective producer brand”. Therefore, according to the obtained results, producers should focus on proximity markets using local varieties. In general, consumers’ heterogeneity can be explained by socio-demographic characteristics and vegetables purchase behaviour being the most relevant factors the importance consumers give to the taste of vegetables and the level of education.