The application of choice experiments in a study on consumer preference for agri-food products: A literature review

A choice experiment (CE) is a stated preference method to elicit the respondent's preference. The CE can predict consumer valuation for a hypothetical product's attributes. Many scholars have discussed the CE's design, analysis, reliability, and validity. Still, no scientific papers reviewed its application in agri-food studies in a broad spectrum, particularly in investigating food product categories and their attributes. Additionally, this review emphasises the technical aspects of CEs, such as the sample size, software, data analysis, and research implications. The result discovered that most CE studies are relevant to developed countries. Most reviewed studies observed wine and meat as objects in the CE studies, in the theme of health, food safety, origin, and sustainability. The future research trend was related to health benefits and natural ingredients. Thus, this review provides recommendations for future studies to explore consumer preference using CE in agri-food research.