Exploratory Assessment of Consumer Preferences for Chestnut Attributes in Missouri

Abstract

This article explores consumers' preferences for different chestnut (Castanea spp.) attributes and studies differences across potential market segments. The study was conducted between 2003 and 2007 during the Missouri Chestnut Roast festival. The festival, held annually in October during the chestnut harvest season, is one of mid-Missouri's premier family-oriented events. A longitudinal study completed among festival visitors in 2003, 2004, and 2006 to identify chestnut characteristics that influence purchasing decisions was complemented with a conjoint analysis in 2007. The conjoint analysis used a conditional logit model to investigate responses from pairwise product profile comparisons. The attributes investigated include chestnut size (small, medium, and large), price ($3, $5, and $7 per pound), production process (organic and conventional), and origin (Missouri, United States, and imported). Results suggest a strong preference for locally and U.S.-grown compared with imported chestnuts. Local growers that provide the market with medium-size chestnuts that carry organic certification could command a market premium compared with imported/nonorganic certified chestnuts.