Reputation of German Horticulture Using Fruit Growing as an Example: Results of a Consumer Study

Abstract

The present study investigating the reputation of fruit growing is the final part of a three-stage research approach. Based on a structural model, a consumer survey (N = 751) was conducted to determine the reputation and the importance of the indicators in reputation formation. Multiple regression analysis was applied to quantify the relationship between formative indicators and reputation, while factor analysis was employed to quantify reputation and reflective indicators. The results of the empirical study show a clear positive reputation for fruit growing and the entire sector. The respondents’ prior knowledge of fruit growing further increases this effect. Indicators that significantly determine reputation are “product and service,” “work,” and “economic performance.” The moderating variables influence individual indicators to vary degrees in their relationship with the reputation construct. Overall, however, the results show a low perception by the consumers of the segment at the producer level.

Keywords:

• Consumer survey
• fruit growing
• indicators
• moderators
• reputation