The Impact of Cosmetic Defects on Japanese Consumers’ Preference for Fresh Grapefruit

Abstract

An online survey was conducted to investigate Japanese consumer preferences for fresh grapefruit based on prices and external fruit quality. The impact of 4 types of peel disorders (windscar, rust mite, melanose, and greasy spot) was investigated. Results from a discrete-choice model based on consumer responses indicate that willingness to pay for Extra Class fruit (no to little visible damage) is 1.5 times higher than the average willingness to pay for Class II fruit (highest level of visible damage allowed). Additionally, consumers revealed different utility levels depending on the type of peel disorder.

KEYWORDS:

• consumption patterns
• discrete-choice model
• grapefruit
• Japan
• WTP

Acknowledgments

Support for this research was provided by the Florida Department of Citrus. All mistakes are the responsibility of the authors.

Notes

Source. Ito and Clever (2010).

^a Marketing year (MY): October–September.

Source. Genke (2010).

^a α _j for conditional logit and for mixed logit model.

Additional information

Notes on contributors

Hyeyoung Kim

Hyeyoung Kim is a postdoctoral associate in Food and Resource Economics Department at the University of Florida.

Lisa A. House

Lisa A. House is a professor in Food and Resource Economics and Director of the Florida Agricultural Market Research Center at the University of Florida.