Consumer Preferences and Trade-Offs for Locally Grown and Genetically Modified Apples: A Conjoint Analysis Approach
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Using conjoint analysis methodology, this study used an online survey to measure
consumers’ preferences for the apple attributes as place of production, method of
production, and price. The results of the conjoint analysis indicate that consumers
are willing to make trade offs between the studied attributes. Segment analysis
indicates Place-oriented consumers may be willing to pay 60% to 70% premiums for
locally grown apples. The high consumer preferences for locally grown products
combined with environmental benefits transferred through genetic modification
provide an opportunity for producers to capture and build their markets, especially
within certain market segments.