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Open AccessArticle

Consumer Preferences for Sustainable Product Attributes and Farm Program Features

1
Department of Horticultural Science, University of Minnesota, St Paul, MN 55108, USA
2
Department of Applied Economics, University of Minnesota, St Paul, MN 55108, USA
3
College of Economics and Management, China Agricultural University, Beijing 100083, China
4
Department of Agricultural and Applied Economics, University of Madison, Madison, WI 53706, USA
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(18), 7388; https://doi.org/10.3390/su12187388
Received: 21 July 2020 / Revised: 28 August 2020 / Accepted: 28 August 2020 / Published: 9 September 2020
Previous literature primarily focused on consumers’ preference for specific sustainable attributes, such as a product being organic, eco-friendly, locally grown, and fair trade. Little is known about consumers’ preference for sustainable program features. We conduct two online choice experiments with U.S. consumers and find that consumers consistently care about farmers’ engagements in sustainable programs, and they are willing to pay a price premium for products from such programs. Consumers also value promoting science in sustainability, establishing concrete measurements of sustainability, and communicating sustainable practices with consumers and downstream industries. We apply the latent class logit model to investigate the potential segmentation of consumers. Three consumer segments are identified based on participants’ heterogeneity in preferences. Our research provides useful information for designing new sustainability programs. View Full-Text
Keywords: sustainability; farm programs; consumer preferences; market segments sustainability; farm programs; consumer preferences; market segments
MDPI and ACS Style

Yue, C.; Lai, Y.; Wang, J.; Mitchell, P. Consumer Preferences for Sustainable Product Attributes and Farm Program Features. Sustainability 2020, 12, 7388. https://doi.org/10.3390/su12187388

AMA Style

Yue C, Lai Y, Wang J, Mitchell P. Consumer Preferences for Sustainable Product Attributes and Farm Program Features. Sustainability. 2020; 12(18):7388. https://doi.org/10.3390/su12187388

Chicago/Turabian Style

Yue, Chengyan; Lai, Yufeng; Wang, Jingjing; Mitchell, Paul. 2020. "Consumer Preferences for Sustainable Product Attributes and Farm Program Features" Sustainability 12, no. 18: 7388. https://doi.org/10.3390/su12187388

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