French consumer perception, preference of, and willingness to pay for fresh fruit based on country of origin

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to determine French consumer perceptions and preferences for fresh fruit from different countries. French consumer willingness to pay (WTP) for citrus fruit and the factors affecting WTP are also determined. Design/methodology/approach -An online consumer survey was conducted in France to collect data on consumer perceptions and preferences for fresh fruits from different countries. The contingent valuation method is used to estimate consumer WTP for fresh citrus fruit. A double hurdle model is used to determine the factors that have substantial impact on consumer preferences. Findings -Results show that fresh fruit from China was perceived as the lowest quality, the least safe, and the cheapest among the fruit from various countries. French consumers had the highest stated WTP for fresh fruit from France, followed by fruit from Spain. In addition, consumer WTP for country of origin varies by type of fruit.Research limitations/implications -The contingent valuation method does not require consumers to purchase the product being evaluated, which may overestimate consumer stated WTP. Practical implications -More domestically produced fresh fruit may be provided to satisfy consumer demand for fruit produced in their own countries. As second in consumer stated WTP, Spain should take advantage of the lower price high quality perceptions of their fresh fruit to gain a larger market share in France. Lower rated countries, such as China, Brazil, and Israel, need to improve consumer perception of the fruit from their countries to gain a better position in the fresh fruit market of France. Originality/value -This is the first paper to present French consumer perception of fresh fruit and WTP for citrus fruit from different countries.

Improve access to the EU market by identifying French consumer preference for fresh fruit from China

“…French consumers who cared about COO were less likely to buy Chinese fresh fruit. Such findings are consistent with previous studies that consumers prefer domestically produced fresh produce over imports and the most frequently stated motivation for purchasing domestic products was food safety (Gao et al 2014;Moor et al 2014;Xie et al 2015). However, consumers who care about brand were more likely to select Chinese fresh fruit, grapefruit, and pomelo.…”

Chinese consumer quality perception and preference of sustainable milk

“…The survey that used 2.5 RMB and 3.5 RMB as the prices of conventional milk resulted in significantly lower WTP estimates for sustainable milk, implying the importance of controlling the starting value bias in a double-bounded CV method (Herriges & Shogren, 1996;Yang et al, 2013). The coefficients of most of the demographic variables were not significant, which is consistent with the previous research that shows attitudinal and behavioral variables are more important in explaining consumer preferences (Dimech, Caputo, & Canavari, 2011;Gao et al, 2011;Gao, Wong, House, & Spreen, 2014). Education level and whether or not respondents had children are the only two variables that have a significant effect on consumer WTP for sustainable milk.…”

Relation of Country‐of‐Origin Effect, Culture, and Type of Product with the Consumer’s Shopping Intention: An Analysis for Small‐ and Medium‐Sized Enterprises

“…From the perspective of hypermarkets, [48] can be consulted. There have also been studies of a single type of product, such as yoghurt [49], boar meat [50], functional food [51], and fruit [13], where according to their results, the French consumers surveyed are willing to pay more for imported Spanish citrus fruits due to their high quality.…”

“…We have analysed a series of variables, such as the consumer's behaviour and the "made in" effect (country-oforigin image) (e.g., [7][8][9]). The study will be centred on this and other variables, for instance, culture (e.g., [10][11][12]), the respondents' knowledge of the product, their taste for Spanish food, and their perception of Spanish products (e.g., [13,14]).…”