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 |
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ERA Journal ID | 41887 |
Article Category | Article |
Authors | Rezazade, Faeze and Summers, Jane |
Journal Title | Journal of International Food and Agribusiness Marketing |
Journal Citation | 36 (3), pp. 527-549 |
Number of Pages | 23 |
Year | 2024 |
Publisher | Taylor & Francis |
Place of Publication | United States |
ISSN | 0897-4438 |
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 |
Abstract | Increasing 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. |
Keywords | CHAID model; Chantenaycarrots; consumer attitude; willingness to purchase |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350699. Marketing not elsewhere classified |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | University of Southern Queensland |
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