LRWG2IGY

3802

10 mai 2021 08:59

10 mai 2021 09:00

This project is part of the joint project PSSYTEMBIOOBST. The sub-project aims at closing the knowledge gap on consumer attitudes and preferences for organic apples. Based on the results of the literature research and the qualitative survey step, attitudes, preferences and willingness to pay of consumers were investigated by means of an online survey. The results show that consumers are particularly interested in taste, firmness, local production and packaging when buying apples. Visual aspects, such as a flawless skin, are less important to most consumers. Reasons to buy organic apples are mainly environmental reasons, such as "low pesticide residues" and "environmentally friendly production". Reasons NOT to buy organic apples are the price and availability and that the provenance of the apples is more important than their production method. The respondents associated apples with slight skin defects (organic grade) with greater naturalness than apples from the grade I and equally good taste as grade-I-apples. In the case of Elstar, grade I is even associated with the association of being less healthy. Consumers differentiate between different external apple qualities. This also applies to the dif-ferences between an organic grading and grade I. The present results make it clear that the additional willingness to pay for flawless apples, i.e. apples from grade I, is very low. Interestingly, this applies to organic apples as well as to conventional apples. It became clear that there are two groups of consumers: those who have a low preference for flawless appearance and those who have a higher preference for it. If the preference for flawless appearance is high, willingness to pay for grade I-apples is also high, regardless of whether apples are organic or not. In general, however, "conventional apple consumers" have a higher preference for a flawless appearance than organic apple consumers. It should be noted that this preference is only expressed in a very low additional willingness to pay. In order to increase the acceptance of slight skin defects by occasional buyers, it should be emphasized that these defects are purely external and that the taste is not impaired. Special communication requirements exist only for consumers who buy predominantly conventional apples. Here, messages that evoke positive emotions, such as " as from your own garden" or "naturally grown" or "natural variety is quality" are preferable to factual messages.

None

• AB - Spécifique
• FREDO commercialisation
• FREDO qualité des produits
• GEO Allemagne
• consommateur
• consumer
• fruit
• pomme
• projet
• sociologie
• willingness to pay

2020

1 janvier 2020