Understanding Chile Pepper Consumers’ Preferences: A Discrete Choice Experiment
U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences re...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-09-01
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| Series: | Agriculture |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2077-0472/13/9/1792 |
| Summary: | U.S. per-capita chile consumption and foreign imports have increased over the last twenty years while domestic production has fallen. To maintain market share, U.S. chile producers must increase crop revenues and/or decrease production expenses. A better understanding of U.S. consumer preferences relative to chile attributes can provide direction for U.S. chile producers. This paper utilizes a discrete choice experiment within an online survey to gain insights into long-green chile pepper attributes desired by consumers. The results suggest that survey participants prefer fresh long-green chile produced in the United States. Participants also preferred milder long-green chile and value quality inspections. Organic production was preferred to hydroponically produced long-green chile, but a statistical difference between organic and other production practices was not observed. Understanding these preferences may allow producers to better position themselves to remain competitive in the long-green chile market. |
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| ISSN: | 2077-0472 |