Purpose - This study investigates consumers' willingness to pay for product attributes of domestically grown fruit and vegetable products. Design/methodology/approach - Conjoint Analysis and Random Utility Model Findings - Our empirical results show that the willingness to pay for attributes of products are different within groups with different education levels. For respondents who had higher education level, the priority concern for purchasing fruits and vegetables was safety. However, for respondents who had lower education level, the priority of concern was freshness. Regarding environmental awareness, consumers with higher education levels preferred the reduction of pollution more than ecological balance. For intellectual culture, consumers of higher education preferred cultural specialty packaging / labeling, more than described endemic life. Consumers with a lower education preferred endemic life presentation. Originality/value - This research provides important information regarding consumers’ preference for different attributes of locally grown vegetables and fruits. Using this information, marketing strategies and policy measures to support the consumption of locally grown fruits and vegetables are implemented.

中文翻译：

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消费者购买国内产品属性的意愿的实证分析

目的-这项研究调查了消费者愿意为国内种植的水果和蔬菜产品的产品属性付款。设计/方法/方法-联合分析和随机效用模型发现-我们的经验结果表明，在具有不同教育水平的人群中，为产品属性付款的意愿不同。对于受过高等教育的受访者来说，购买水果和蔬菜要优先考虑的是安全性。但是，对于文化程度较低的受访者来说，关注的重点是新鲜度。关于环境意识，受过高等教育的消费者更喜欢减少污染，而不是生态平衡。对于知识文化，高等教育的消费者更喜欢文化特色包装/标签，超过所描述的地方生活。受过较低教育的消费者更喜欢流行的生活方式。原创性/价值-这项研究提供了有关消费者偏爱本地种植的蔬菜和水果的不同属性的重要信息。利用这些信息，可以实施营销策略和政策措施来支持本地水果和蔬菜的消费。