Consumer preferences for apple quality traits Report as inadecuate

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This study investigates the marginal values consumers place on apple quality traits as part of alarger SCRI project whose goal is to increase the long-term economic sustainability of Rosaceacrops by increasing the U.S. per-capita consumption of fruits. Information on consumers’preferences and the value they place on fruit quality is important and may help breeders betterestablish trait priorities and make the breeding process more efficient. We conducted sensorytasting tests and experimental auctions in order to study consumer preferences for apple qualitytraits. We find that consumers value more some quality traits depending on the information theyhave to make their decision. Size and color are important when consumers have informationbased on appearance, and sweetness and crispness are important when consumers haveinformation based on sensory tasting tests.

Keywords: Experimental auction ; Willingness to pay ; Quality traits

Subject(s): Consumer/Household Economics

Crop Production/Industries

Demand and Price Analysis

Issue Date: 2013

Publication Type: Conference Paper/ Presentation

PURL Identifier:

Total Pages: 17

Record appears in: Agricultural and Applied Economics Association (AAEA) > 2013 Annual Meeting, August 4-6, 2013, Washington, D.C.

Author: Carrillo-Rodriguez, Lilian ; Gallardo, R. Karina ; Yue, Chengyan ; McCracken, Vicki A. ; Luby, James ; McFerson, James R.



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