Are the consumers willing to pay more for local fruits and vegetables? An empirical research on Albanian consumers

Abstract

The local food concept is analysed from a supply chain perspective and its positive environmental effects. Revitalised local economies, reduced greenhouse emissions, preservation of farmland and rural lifestyles associated with local products impacts consumer preferences by reflecting a positive attitude toward locally grown products. In addition, the health benefits of local products are more frequently evoked by consumers than those of organic-local products. However, the labelling of such products is used despite consumers and/or producers not being clear about the attributes conferred by the product locality. In this context, this paper aims to clarify the perception of Albanian consumers regarding local fruit and vegetables. The results show that the positive WTP for local food relies on the consumer concern about health and environmental issues. In the case of Albanian consumers, this is driven more by health, taste and environment. Surprisingly, environmental concern exceeds other attributes like price and origin. In this case, environmental issue overlaps health, and it is used as a surrogate indicator for the latter. This is due to the lack of trust in public authorities that fail to assure an efficient quality control process in the agriculture and food sector.

A Study on Perceptions towards Organic and Local Production, and Individuals’ Socio-Demographic and Geographical Affiliation Influencing Fruit and Vegetable Purchasing Preferences of EU Households

“…This result defines how the connection between organic and local is true both in more limited geographical contexts, such as the one explored in Massaglia et al [16] but also at the European level. In fact, this local/organic relationship has been extensively studied in several countries and has been found to be decisive in the choice of certain food products, such as fruit and vegetables specifically [4,5,8,21,34,35]. For example, in a study conducted in Northern Europe, the same product opinions emerged that motivated organic and local food consumers [1].…”

“…The batteries of items selected to develop Section 2 were taken from the literature [18][19][20][21]. Given the importance of frequency of purchase in defining consumer preferences [13], the third section of the questionnaire included questions on frequency of F&V purchase and the origin of the purchased products, together with a question on respondents' perceptions of European fruit and vegetables [8,19,21].…”

“…Both local and organic food models, from the point of view of the supply chain and buyers, are considered commercially relevant for their positive effects on the ecology and health, additional economic value, and high-quality assignment. Several studies, in fact, report how consumers are willing to pay a superior price for locally-grown and organically-handled fresh products [7,8].…”

Food safety and consumption of fruits and vegetables at local markets: a means-end chain approach

“…As verified by Kokthi et al (2021), consumers have high expectations in terms of quality and flavor when it comes to local foods. Respondents also consider that local production has better quality because of a more natural cultivation (18) and because the products are healthier and safer (15).…”

Trends and COVID-19 Disruptions on Innovation Management Aspects in Fruits and Vegetables Preservation

“…In other words, customers make decisions about buying fresh produce based on search (such as color, size, rmness, and aws), experience (such as taste, texture, and cooking quality), and credibility (such as organic, fair trade, local origin, and pesticide residues) considerations. The future of processed fruits and vegetables products may therefore also need to satisfy consumers' desire for qualities that are natural, nourishing, healthful, and individualized (Kokthi et al 2021). It is di cult to strike a balance between safety, micronutrient preservation, and energy expenditures in practice even though minimal processing can theoretically boost the nutritious value.…”