Consumer preferences for differentiated fruit products: a tale of understanding, attention and bias

Purpose This study evaluates consumer preferences and willingness to pay (WTP) for labelled fruit products while explicitly accounting for attribute non-attendance (AN-A) and the role of information provision. It investigates consumer evaluations of organic, local, non-GMO and fresh labels across fresh and processed fruits, as well as how information provision impacts both label valuation and attribute attention. Design/methodology/approach A multi-method modelling framework is used to analyse consumer discreet choice experiment data collected via a late-2023 survey administered online in Utah. Findings Results show strong consumer preferences for labelled fruit products, with consistently significant premiums for the local label and more variable valuations of organic, non-GMO and fresh labels depending on product type. Models that account for AN-A produce lower and less statistically significant WTP estimates, indicating that failing to control for differences in choice consistency leads to upwards bias. Information provision shifts attribute attention, increases valuations of labels requiring clarification (e.g. organic) and decreases valuations for more intuitive labels (e.g. non-GMO). Practical implications Study results will assist food system stakeholders to more effectively market and customize differentiated fruit products suited to consumer preferences as well as aid future research in properly accounting for respondent AN-A in discrete choice studies. Originality/value This study uniquely integrates a multiple-model approach to evaluate consumer WTP while explicitly controlling for both scale heterogeneity and inferred AN-A. It further contributes new evidence on the effects of information provision on attribute valuation and patterns of attribute attendance.