Role of sustainability attributes and price in determining consumers' fruit perceived value

This work analyses consumers' behaviour and attitudes toward products characterised by a reduced environmental impact in terms of carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer, particularly fruit characterised by a higher CF in place of fruit characterised by a lower CF. Field experiments were conducted to determine consumers WTA as well as factors affecting the choice. Consumers were hypothetically endowed with a punnet of fruit produced with innovative, low CF farming methods and were offered to exchange it with a punnet of regular fruit. Variables representing consumer fruit consumption habits, consumer attitude and concern towards the environment, and socio-demographics were chosen to represent factors that motivate consumers' value perception of environmentally-friendly fruit. The scale of green consumption values (GCVs) was used to model consumer concern towards the environment. Results showed that demographics affect the perceived value of fruit characterised by a lower CF and that consumers' preference for lower CF products is associated with fruit consumption habits and environmental concerns. At the same time, a positive relationship with CF levels needs further investigation.