Oh my darling clementine: heterogeneous preferences for sustainable citrus fruits
Giuseppe Di Vita, Riccardo Vecchio, Massimiliano Borrello, Raffaele Zanchini, Giulia Maesano, Gıovannı Gulısano, Filippo Brun, Mario D’Amico
Abstract
Abstract The current study assesses consumer preferences toward different production methods of clementines ( Citrus clementina ). Based on a survey of Italian urban individuals ( N = 345), responsible for household food purchases, it investigates whether clementines produced by means of integrated farming system are perceived as a desirable alternative to organic and conventional fruits. A conjoint analysis was applied to estimate the mean relative importance of three different clementine attributes (namely, price, production method and presence of a geographical indication) and consumer utility attached to the different attribute levels. Results revealed price as the most important attribute; while only organic farming provided positive utility to consumers. Subsequently, the sample was clustered into four distinct market segments based on part-worth estimates, offering useful insights for practitioners and policy makers to design tailor-made interventions aimed at fostering sustainable clementines consumption.