European consumer preference for African dried fruits
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Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
Emerald Group Publishing Limited
Abstract
Purpose – The purpose of this paper is to assess European consumer preference and willingness to
pay (WTP) for tropical dried fruits from Africa. The paper specifically investigates sensory and
credence characteristics driving consumer preferences.
Design/methodology/approach – Data on sensory descriptive analysis and hedonic evaluation for
seven samples representing three fruit types: mango, pineapple and banana, were collected together
with data on Country of Origin (COO) preferences and WTP for conventional, organic and fair-trade
labelled dried fruits, among Norwegian consumers (n ¼ 96).
Findings – The results show that consumer preferences for a dried fruit are affected significantly by
its typical aroma intensity and consumers are willing to pay a premium for both organic and fair-trade
products. Two consumer groups expressing distinct COO preferences for tropical dried fruits and
a third group with no country preferences are revealed.
Originality/value – This study provides useful insights for dried fruit producers and market
strategists in tropical countries attempting to position value-added products for maximum revenue.
Description
Research Paper
Keywords
Organic foods, Consumers, Fair trade, Willingness to pay, Country of Origin (COO), Sensory analysis, Dried fruits