Preferences of Chinese consumers for the attributes of fresh produce portfolios in an e-commerce environment

Abstract

Purpose In recent years, fresh produce (fresh vegetables and fruit) has been circulated widely via e-commerce in Chinese large cities in the form of fresh produce portfolios (FPPs). The purpose of this paper is to analyze the preferences of Chinese consumers for specific FPP attributes. Design/methodology/approach A choice experiment approach was used to explore consumer preferences. The authors conducted a means-end-chains evaluation to select the attributes for the choice experiment. The authors used a fractional factorial design and finally obtained 18 choice scenarios. The authors collected 166 effective consumer questionnaires in Beijing. Findings The authors found that among the four attributes considered, certification and the diversity of the FPP had significant effects on the willingness to pay (WTP) among consumers. Residents had heterogeneous preferences for FPP diversity and certification, but certification was the major concern when considering fresh produce in the FPP. With regard to the WTP for attributes in the portfolio, the WTP values for “green” and “organic” attributes were high, but the WTP for the diversity of FPPs was low. Originality/value This study is the first attempt to explore the preferences of Chinese consumers regarding the attributes of FPP in an e-commerce environment.