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We explore the relationship between observable socio-demographic consumer characteristics, consumers’ unobservable human values as measured by Schwartz’ Portrait Values Questionnaire, and consumers’ preferences for extrinsic credence attributes on their purchases of new potatoes in two countries, Italy and Germany. Parallel marketing studies were conducted in each of the two markets, with the intention of comparing the impact of human values on purchases of new potatoes with several attributes (price, country of origin, carbon footprint certification, ethical certification, method of production, and packaging). Motivation for the study comes from the declining market share of the domestic early potato due to international competition. Applied methods include Principal Component Analysis and Latent Class Analysis.

Keywords: Choice Model ; Schwartz Values ; Credence Attributes ; New Potatoes

Subject(s): Agribusiness

Agricultural and Food Policy

Food Consumption/Nutrition/Food Safety

Marketing

Issue Date: 2014

Publication Type: Conference Paper/ Presentation

PURL Identifier: http://purl.umn.edu/170672

Total Pages: 19

Record appears in: Agricultural and Applied Economics Association (AAEA) > 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota





Autor: Fitzsimmons, Jill Ann ; Colantuoni, Francesca ; Cicia, Gianni ; Del Giudice, Teresa

Fuente: http://ageconsearch.umn.edu/record/170672?ln=en







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