Modeling consumer intention to purchase fresh produce
2007
Souza, Eloiza A.M de | Minim, Valeria P.R. | Minim, Luis A. | Coimbra, Jane S.R. | Rocha, Roney A da
The effect of some fresh-cut carrot label attributes on consumer purchase intention was evaluated using conjoint analysis. The following three attributes were chosen and manipulated: price (high and low), packaging type (polyethylene bags and expanded polystyrene trays) and production process (organic with certification stamp, organic without certification stamp and no information). A complete factorial design was used, and 12 hypothetical packages of fresh-cut carrot were developed and evaluated by 96 consumers based on their purchase intention. The consumers were divided into four groups with different opinions. Low price and organic with certification label were the favorite choices of the groups. Only one group preferred expanded polystyrene trays. No interactions were exhibited among the attributes in all groups.
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