Exploring consumption profiles, consumer experience and quality claims of Canary Islands' cider (Spain): A multidimensional analysis

Abstract

AbstractThe exponential expansion of the global cider market positions it as a viable alternative to traditional choices such as wine and beer. Nevertheless, there exists a paucity of research examining the various factors influencing consumer interest in cider. This article undertakes an analysis of the cider consumption experience, with a specific focus on consumer preferences related to distinct quality attributes, encompassing factors like brand, organic certification, and protected designations of origin (PDO). This analysis also takes into consideration the socio‐demographic profile, frequency of consumption, and willingness to pay (WTP). Our study concentrates on the Canary Islands in Spain, an area where no formal certification system yet exists to differentiate locally produced cider in the market. Our data collection methodology encompassed face‐to‐face surveys administered to a probabilistic sample of 1000 respondents in the Canary Islands. The results demonstrate that consumers who place emphasis on quality attributes such as commercial brands, organic certification, and PDOs, tend to assign value to various cognitive aspects of the product. Conversely, those who do not prioritize these quality attributes tend to emphasize the affective dimension of the product and the specific consumption occasions. Additionally, consumers who accord the highest importance to PDOs exhibit a WTP a premium price. The findings of this study hold valuable implications for policymakers and cider manufacturers, aiding them in identifying opportunities for the promotion of Canary Islands cider, both within the local market and on a global scale. [EconLit Citations: A14 Sociology of Economics, Q00 Agricultural and Natural Resource Economics, Environmental and Ecological Economics: General].