Proceedings of the 3rd International Conference on Digital Economy and Computer Application (DECA 2023)

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Uncovering Consumer Preferences and Emerging Trends in the Sweet Cherry Market: Evidence from China

Authors
Zijian Ye1, *
1College of Economics and Management, Nanjing Agricultural University, Nanjing, China
*Corresponding author. Email: 2022806094@stu.njau.edu.cn
Corresponding Author
Zijian Ye
Available Online 4 December 2023.
DOI
10.2991/978-94-6463-304-7_44How to use a DOI?
Keywords
sweet cherry; consumer preference; semi-structured interview; discrete choice experiment; willingness to pay
Abstract

We have employed a blend of qualitative and quantitative methodologies to delve into consumer preferences and their willingness to pay (WTP) for sweet cherries. Utilizing semi-structured interviews and a discrete choice experiment, we have discerned crucial cherry attributes. Subsequently, a mixed logit model has been employed to gauge consumer preferences regarding these attributes and their associated WTP. Our findings underscore that consumers of sweet cherries accord significant importance to attributes about appearance and taste. Moreover, they exhibit a willingness to pay the highest premiums for cherries characterized by elevated sweetness, a deep red hue, and a diameter surpassing that of a one-yuan coin. Conversely, their willingness to pay premiums for distinct attributes related to domestically produced cherries is comparatively lower. The outcomes of this study furnish valuable insights for sweet cherry suppliers, especially aiding domestic sweet cherry producers in aligning their strategic planning with the localization trend in the fruit market.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Digital Economy and Computer Application (DECA 2023)
Series
Atlantis Highlights in Computer Sciences
Publication Date
4 December 2023
ISBN
978-94-6463-304-7
ISSN
2589-4900
DOI
10.2991/978-94-6463-304-7_44How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zijian Ye
PY  - 2023
DA  - 2023/12/04
TI  - Uncovering Consumer Preferences and Emerging Trends in the Sweet Cherry Market: Evidence from China
BT  - Proceedings of the 3rd International Conference on Digital Economy and Computer Application (DECA 2023)
PB  - Atlantis Press
SP  - 424
EP  - 439
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-304-7_44
DO  - 10.2991/978-94-6463-304-7_44
ID  - Ye2023
ER  -