Quality-related descriptors to increase fresh blueberries purchase—Evidence from a basket-based choice experiment

Abstract

This study addresses the need to boost fruit and vegetable consumption amidst rising diet-related health concerns. Blueberries, rich in phenolic phytochemicals, offer significant health benefits. Using a basket-based choice experiment (BBCE), the study identifies sensory descriptors that enhance blueberry purchasing likelihood. Packaging with a “Stay Fresh” label reduces price sensitivity compared to others. Additionally, blueberries are commonly purchased alongside other berries rather than as substitutes. Demographic factors such as gender, age, education, employment, fitness, ethnicity, region, nutritional value perception, and budget influence blueberry selection. These insights can aid growers, retailers, and marketers in increasing fresh blueberry demand.