W. Sepúlveda, M. Maza, Pilar Uldemolins, Elio G. Cantos-Zambrano, Irinuska Ureta
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Linking Dark Chocolate Product Attributes, Consumer Preferences, and Consumer Utility: Impact of Quality Labels, Cocoa Content, Chocolate Origin, and Price
Abstract This study was conducted in Ecuador and Spain to identify consumers’ preferences regarding several product attributes in dark chocolates by defining the utility function. A total of 364 consumers from both countries participated in this study. The impact of attributes on consumer utility was estimated based on a discrete choice experiment. The results showed that organic production label, cocoa content, the origin of dark chocolate, and price significantly affect consumer utility. These results provided important information regarding attributes that have an impact on buying behavior and can be used by producers to differentiate their products.
期刊介绍：
The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.
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