2016
DOI: 10.1017/age.2016.13
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What Attributes Are Consumers Looking for in Sweet Cherries? Evidence from Choice Experiments

Abstract: We investigate heterogeneous consumer preferences and willingness to pay (WTP) for various sweet cherry attributes using choice experiments. A mixed logit model and a latent-class logit model are used to estimate consumer WTP for the attributes and identify groups of consumers based on those preferences. We find that consumers of sweet cherries will pay the greatest premium for sweetness and the smallest premium for fruit size. Three groups of consumers are identifiedflavor sensitive, price sensitive, and stor… Show more

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Cited by 36 publications
(25 citation statements)
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“…Powdery mildew (causative agent Podosphaera clandestina ) is a foliar and fruit disease with a high cost of control in susceptible cultivars. Sweetness and flavor were ranked by consumers as the most important attributes in sweet cherry, followed by firmness, shelf life, and fruit size [ 5 ]. Consumers are willing to pay more for sweet, firm cherries with an ideal balance of sweetness and acidity.…”
Section: Introductionmentioning
confidence: 99%
See 1 more Smart Citation
“…Powdery mildew (causative agent Podosphaera clandestina ) is a foliar and fruit disease with a high cost of control in susceptible cultivars. Sweetness and flavor were ranked by consumers as the most important attributes in sweet cherry, followed by firmness, shelf life, and fruit size [ 5 ]. Consumers are willing to pay more for sweet, firm cherries with an ideal balance of sweetness and acidity.…”
Section: Introductionmentioning
confidence: 99%
“…Consumers are willing to pay more for sweet, firm cherries with an ideal balance of sweetness and acidity. Sweetness and acidity are quantified with assays for soluble solids content (SSC) and titratable acidity (TA), respectively [ 5 – 8 ]. Market intermediaries indicated a willingness to pay producers more per pound for fruit greater than 2.5 cm in diameter, firmness above 300 g/mm, and SSC above 18 °Brix [ 9 ].…”
Section: Introductionmentioning
confidence: 99%
“…High FF is strongly preferred for sweet cherry so they are better able to withstand the handling, sorting, packing, storing, and transporting processes (Correia et al, 2017). Loss of FF directly impacts weight loss, off flavors, flesh browning, surface pitting, discoloration of the green stem, and fungal rotting (Kappel et al, 1996;Turner et al, 2005;Zheng et al, 2016). Although postharvest application of GB to 'Lapins' or 'Regina' cherries was shown to have an adverse effect on FF, GB-treated fruit had equal rates of peduncle browning and pitting relative to untreated fruit.…”
Section: Resultsmentioning
confidence: 99%
“…Fruit firmness (FF) is an important quality trait that has an impact on storage potential, disorder resistance, and decay development (Kappel et al, 1996). Poor appearance of soft fruit, such as dull skin color, surface pitting, and peduncle browning after storage or shipping, negatively impacts consumer purchase decisions (Turner et al, 2005;Zheng et al, 2016). The causes of fruit softening are largely attributed to improper preharvest treatment, delayed harvest date, calcium deficiency, and relatively high storage/shipping temperatures (Crisosto et al, 1993;Fils-Lycaon and Buret, 1990;Luo et al, 2014;Wang et al, 2014).…”
mentioning
confidence: 99%
“…There are also some other early fruits, starting with the second half of May until July, without competing with other fruit tree species. As previous studies show, pollen germination capacity depends on various conditions, like environmental factors, or fertilizer management would be more appropriate of species and varieties grown (Cordea, 2014;Ercisli, 2007;Zheng et al, 2016).…”
Section: Introductionmentioning
confidence: 99%