Attitudes and Preferences of Young Chilean Consumers That Could Explain Sustainability in the Avocado Agribusiness

Avocado, a fruit recognized as a superfood, is experiencing growing demand in Chile and worldwide; however, concerns have been raised about the use of water and land in av-ocado production, which could affect the development of this agribusiness. Accordingly, the objective of this research was to analyze consumer preferences and attitudes towards the sustainability attributes of this agribusiness. Data were collected in Santiago, Chile. A total of 300 surveys were administered to university consumers through a non-probabilistic convenience sample, using a mixed face-to-face and online mode. The main statistical treatment for segmentation was a combination of principal component analysis and cluster analysis, while conjoint analysis was used to identify preferences. Two consumer segments were identified: one, labeled “eco-conscious”, characterized by a preference for sustainable products, and the other, “traditional”, with preferences more focused on intrinsic attributes. In addition, both segments showed a preference for Chilean over Peruvian avocados. Finally, there were significant differences, with a stronger preference for Good Agricultural Practices in the eco-conscious segment. These results offer valuable insights for the development of this agribusiness, particularly for targeting consumers who seek products that are more sustainably produced.