“…The results can be straightforwardly interpreted as the relative importance of manipulated elements of the product (Green & Srinivasan, ). In literature choice modeling has been extensively used to explain how the decision making of the consumers for these products takes place, mostly under the form of conjoint analysis (Ares, Besio, Giménez, & Deliza, ; Ares & Deliza ; Claret et al, ; Deliza, Macfie, & Hedderley, ; de DS Carneiro et al, ; I Furnols et al, ; Vidal et al, ), but also using choice experiment (Alfnes, Guttormsen, Steine, & Kolstad, ; Loureiro & Umberger, ), and contingent ranking (Cicia et al, ; Johnston & Roheim, ).…”