Assessing Consumer Preferences for New Red-Pulp Kiwifruit: Application of a Choice Experiment between Different Countries

Abstract

The central objectives of this paper are to enhance the understanding of how consumers in developed economies value credence attributes and to understand their preferences for red-pulp kiwifruit. To achieve this, we utilised the choice experiment method through surveys conducted in Italy, Spain, France, and Germany, targeting kiwifruit consumers through specific questionnaires. Regarding red kiwifruit, a significant percentage of those who are already familiar with them either purchase or intend to purchase them. What is equally interesting is the high percentage of those who declared themselves to be undecided about making a purchase. Specific marketing actions can be directed towards the following two categories: converting the intention to purchase into an actual purchase and shifting the current inclination towards an intention or act of purchase, for example, by improving the knowledge about this relatively unknown fruit. This paper contributes to the market chain by assessing consumers’ choice and willingness to pay for red kiwifruit, while also comparing developed economy markets.

In vitro application of Eruca vesicaria subsp. sativa leaf extracts and associated metabolites reduces the growth of Oomycota species involved in Kiwifruit Vine Decline Syndrome

“…Consumption of kiwifruit has been increasing steadily, with the fruit recognised as being nutritious, owing to its high vitamin C content. It is a highly profitable crop with a long shelf life, making it suited to global trade ( Mian et al., 2022a ; Bassi et al., 2023 ). In Italy, the area planted with kiwifruit is currently 25,000 ha (repository http://dati.istat.it ).…”