Estimation of Consumers’ Willingness to Pay for Geographic Indications Bananas Using Conjoint Analysis

P. G. Dhamotharan, Stephen Devadoss, K. N. Selvaraj

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

This study uses conjoint analysis to analyze consumers’ preferences for geographic indications (GI) bananas by examining the effects of production methods (inorganic, organic, certified organic, and natural), quality attributes (taste, perishability, medicinal, and nutritional), and price premiums (prices of GI bananas relative to prices of other bananas). Consumers were surveyed for demographic, economic, and taste and preference characteristics. The results show that consumers prefer GI bananas for their medicinal properties, natural production method, and lower price premium.

Original languageEnglish
Pages (from-to)65-78
Number of pages14
JournalJournal of International Food and Agribusiness Marketing
Volume27
Issue number2
DOIs
StatePublished - Apr 3 2015

Keywords

  • bananas
  • conjoint analysis
  • consumer preference

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