Consumers Perceptions and Motivations in the Choice of Kiwifruits: A Study-Case in Italy, North-East

Abstract

Kiwifruit is sold in different ways, based on pulp colour, packaging and cultivation process. On these basis, the purpose of this research is to examine the motivations in predicting purchase intentions of kiwifruits to improve its market. A field study was developed, involving about 900 consumers in Italy, North-East. Questionnaire data were created through a Likert scale. Questions (e.g., constructs and related items) focused on intentions at the base of purchasing different kiwifruits and recorded by face-to-face interview. Data were analysed using Structural Equation Modelling (SEM). Concerning the distinguishment between the choice reasons, the authors primary referred to the approach that sets out different types: Neophobia, Country Of Imagine, Attitude of consumers, Extrinsic and Intrinsic attributes of perceived Quality and, finally, the Behavioural Intention. We found out that Neophobia and the consumers Attitude along with Quality attributes influence the Behavioural Intention. This implies important managerial implications for new marketing strategies for kiwifruits, with the opportunity to take advantage of the potential findings got by our study and then translating it into a marketing strategy to be adopted by kiwifruit Companies.

Potential of Different Actinidia Genotypes as Resistant Rootstocks for Preventing Kiwifruit Vine Decline Syndrome

“…deliciosa and A. chinensis var. chinensis, dominate the kiwifruit industry [2]. Breeders have shown an increasing interest in kiwifruit, and long-term breeding programs have recently resulted in the development of several cultivars [3].…”

Grapevine Resistant Cultivars: A Story Review and the Importance on the Related Wine Consumption Inclination

“…Given the economic situation and consumer attitudes, the resistant variety is an important tool for increasing income. Consumers buy wine on the basis of various distinguishing features, such as the country and region of origin, grape variety, price, and brand [46,47]. Consumer awareness and interest towards sustainability issues is also well documented [48].…”

“…Consumer awareness of social and environmentally sustainable labels was quite poor in an Italian study [65]. Therefore, a pilot field study was performed in north-east Italy where a questionnaire-based analysis was carried out on a sample of the representative population, with the methodology already viewed as well-working [46,47,59], testing the consumer's inclination towards wine that is crafted from resistant hybrids and the importance of paying more to ensure the use of agrochemicals.…”

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

“…According to statistics from the Food and Agriculture Organization of the United Nations (FAO), the global kiwifruit cultivation area and output have seen growth rates of 71.25% and 55.58%, respectively, over the past 10 years [2]. Although it faces significant phytoiatric problems resulting in reduced production [3], the demand for the fruit is still increasing [4], indicating a growing consumer interest.…”