The current study assesses consumer preferences toward different production methods of clementines (Citrus clementina). Based on a survey of Italian urban individuals (N = 345), responsible for household food purchases, it investigates whether clementines produced by means of integrated farming system are perceived as a desirable alternative to organic and conventional fruits. A conjoint analysis was applied to estimate the mean relative importance of three different clementine attributes (namely, price, production method and presence of a geographical indication) and consumer utility attached to the different attribute levels. Results revealed price as the most important attribute; while only organic farming provided positive utility to consumers. Subsequently, the sample was clustered into four distinct market segments based on part-worth estimates, offering useful insights for practitioners and policy makers to design tailor-made interventions aimed at fostering sustainable clementines consumption.

中文翻译：

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哦，我亲爱的克莱门汀：对可持续柑橘类水果的不同偏好

目前的研究评估了消费者对柑桔不同生产方法的偏好（柑桔）。基于对意大利城市个体的调查（ñ= 345)，负责家庭食品采购，它调查了通过综合耕作系统生产的柑桔​​是否被视为有机和传统水果的理想替代品。应用联合分析来估计三种不同的柑桔属性（即价格、生产方法和地理标志的存在）的平均相对重要性和附加到不同属性级别的消费者效用。结果显示价格是最重要的属性；而只有有机农业为消费者提供了积极的效用。随后，根据部分价值估计将样本分为四个不同的细分市场，为从业者和政策制定者设计旨在促进可持续柑桔消费的量身定制的干预措施提供有用的见解。