Segmentation of Consumer Preferences for Vegetables Produced in Areas Depressed by Drought

Cristian Adasme-Berríos, Rodrigo Valdes, Lisandro Roco, David Gómez, Emilia Carvajal, Camila Herrera, Joaquín Espinoza, Karla Rivera

Research output: Contribution to journalArticlepeer-review

Abstract

The megadrought in Chile’s north and central zones has impacted the horticultural production of family farming. One way to mitigate these effects is by adding value to vegetables. However, no studies show the main attributes consumers value of vegetables produced in the megadrought zone. The study’s objective was to evaluate consumer preferences and identify segments based on the extrinsic attributes of vegetables grown in areas depressed by drought. We surveyed 946 vegetable buyers from the Antofagasta, Valparaiso, and Maule regions. Through the conjoint analysis technique, we identified that the main attributes preferred by consumers were presentation (45.3%) and type of vegetables (21.8%), followed by labeling (15.9%), producers (10.3%), and origin (6.7%). The cluster analysis revealed the existence of three segments. The largest segment is motivated by the way vegetables are presented (49.7%), followed by a second segment that values multi-attributes (31.9%) and a smaller segment that is interested in labeling (18.4%). These findings can help position these products in the market and raise awareness of family farming and the economic and production problems that they currently face.

Original languageEnglish
Article number6190
JournalSustainability (Switzerland)
Volume14
Issue number10
DOIs
StatePublished - 1 May 2022
Externally publishedYes

Keywords

  • drought
  • extrinsic attributes
  • family farm
  • preferences
  • vegetables

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