Understanding Apple Attribute Preferences of US Consumers

Area of Science:

• Agricultural Economics
• Consumer Behavior
• Marketing

Background:

• Consumer preferences for apples are well-researched, but the drivers of attribute importance remain unclear.
• Understanding these drivers is crucial for effective marketing and grower strategies in the US apple market.

Purpose of the Study:

• To identify key factors influencing the importance US consumers place on apple attributes.
• To explore the relationship between consumer knowledge, discernment, attitudes towards growers, and attribute valuation.

Main Methods:

• An online survey was administered to 383 US apple buyers.
• Data analysis involved descriptive statistics and partial least squares structural equation modeling (PLS-SEM).

Main Results:

• Subjective knowledge was the most significant factor, influencing buyer discernment and attitudes toward US fruit growers.
• Buyer discernment strongly impacted the perceived importance of physical and commercial apple attributes.
• Attitudes toward growers also significantly influenced the importance of both attribute types.

Conclusions:

• Subjective knowledge and consumer attitudes are critical drivers of apple attribute importance for US consumers.
• Growers should emphasize health and societal benefits to enhance consumer attitudes and purchasing preferences.