Chi‐squared automatic interaction detector analysis on a choice experiment: An evaluation of responsible initiatives on consumers' purchasing behavior

Corporate social responsibility linked to consumer's behavior is a topic increasingly felt during the last years. By administering a questionnaire to consumers, the aim of the present research is to study impacts of responsible initiatives on consumers' purchasing behavior and, besides, possible willingness to pay higher prices for good practice foods. The investigation was conducted through a choice experiment, considering a representative sample of more than 1,660 families, selected on a functional relation to the objectives of the research in the major Italian cities. So the main goal is to explore consumers' preferences linked to business responsible initiatives: Data were analyzed performing a logistic regression analysis and, in order to perform the segmentation of choice, an analysis based on the chi‐squared automatic interaction detector procedure was carried out, using variables explained in the logistic regression. The conclusions are very significant and can be considered also a matter for further discussion.