Consumer preferences for food safety attributes: A market segment approach

Abstract

Market segments for fresh produce are developed based on consumer preferences for food safety and other product attributes. Conjoint analysis was used to determine consumer preferences and cluster analysis was used to identify the market segments. The results indicate that a majority of consumers would be willing to pay a modest price premium for a program that would certify and label produce as complying with established food safety regulations. A small market segment for produce grown with limited pesticide usage was also identified. ©1994 by John Wiley & Sons, Inc.