Role of sustainability attributes and price in determining consumers' fruit perceived value

Marco Medici, Luca Di Noto & Maurizio Canavari
This work analyses consumers' behaviour and attitudes toward products characterised by a reduced environmental impact in terms of carbon footprint (CF). Value perception was measured using a contingent valuation approach, asking consumers to state their willingness to accept (WTA) monetary compensation for a product exchange offer, particularly fruit characterised by a higher CF in place of fruit characterised by a lower CF. Field experiments were conducted to determine consumers WTA as well as factors affecting...
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