Assessment of Factors Contributing to Consumer Attitudes and Preferences toward Chantenay Carrots using the CHAID Model

Article

Rezazade, Faeze and Summers, Jane. 2024. "Assessment of Factors Contributing to Consumer Attitudes and Preferences toward Chantenay Carrots using the CHAID Model." Journal of International Food and Agribusiness Marketing. 36 (3), pp. 527-549. https://doi.org/10.1080/08974438.2023.2175097
Article Title

Assessment of Factors Contributing to Consumer Attitudes and Preferences toward Chantenay Carrots using the CHAID Model

ERA Journal ID41887
Article CategoryArticle
AuthorsRezazade, Faeze and Summers, Jane
Journal TitleJournal of International Food and Agribusiness Marketing
Journal Citation36 (3), pp. 527-549
Number of Pages23
Year2024
PublisherTaylor & Francis
Place of PublicationUnited States
ISSN0897-4438
1528-6983
Digital Object Identifier (DOI)https://doi.org/10.1080/08974438.2023.2175097
Web Address (URL)https://www.tandfonline.com/doi/abs/10.1080/08974438.2023.2175097
AbstractIncreasing the consumption of fresh vegetables to the recommended dietary guidelines by the World Health Organization (WHO) is the top priority for many national policy makers and horticulture businesses. One growth strategy which has been shown to promote vegetable intake is introducing different vegetable varieties into the market. This research analyses factors affecting consumer attitudes and willingness to purchase a new variety of carrots imported to Australia from the UK—the Chantenay carrot. To better inform marketing tactics for this new variety and to provide insights for predictions for uptake, a general carrot usage and attitude survey was conducted in four Australian states (N = 300). Results indicated that: sustainable packaging options; the size of carrots; cooking tips; taste; and place of origin were attitudinal triggering factors for purchasing fresh carrots in this sample. These factors were compared to the characteristics of the Chantenay variety using a CHi-squared Automatic Interaction Detection (CHAID) model to gauge the likelihood of acceptance and uptake of the variety within the larger Australian population. This study benefits marketing practitioners and horticultural businesses to develop a new vegetable variety that meets consumer preferences successfully.
KeywordsCHAID model; Chantenaycarrots; consumer attitude; willingness to purchase
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
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Byline AffiliationsUniversity of Southern Queensland
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