In fresh vegetable consumption, what food labels matters more for consumers?
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Date
2023
Authors
Gracia Royo, AzucenaMallor Giménez, Cristina
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conferenceObjectPaper
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.
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Bibliographic citation
Gracia, A. & Mallor, C. (2023). In fresh vegetable consumption, what food labels matters more for consumers?. En: Gracia, A., Sanjuan A.I. & Gora, C. (Eds.) (2023).XIV Congreso De Economía Agroalimentaria. Estrategias De Los Sistemas Agroalimentarios Ante Los Desafíos Globales . Libro De Actas. Zaragoza: Cita, 2023. ISBN 9788409556939, 2023, 453-455
AGROVOC subjects
Encuestas al consumidorVenta directa
Variedades autóctonas
Agricultura ecológica
España
Sponsorship
Authors thank Gobierno de España (Ministerio de Hacienda) and Gobierno de Aragón for funding this work through the project I+D FITE 2020 HortalizaTE