Abstract Price, origin, and type of production are all known to influence consumer choices when it comes to fresh food. However, the interactions between these factors have received limited attention in the food choice literature. With the growth of online grocery shopping services, another under-investigated issue is the willingness to buy (WTB) fresh food products sold online. Our aim was to partially fill these gaps, by applying a scenario-based methodology. We exposed 324 individuals to 54 scenarios describing a situation in which a character goes to buy apples. The scenarios featured all possible combinations of four within-participants factors: purchase site (traditional market or online grocery shopping service), origin (within 50 km of the character’s home, elsewhere in France, or foreign country), price (low, average, or high), and type of production (organic, sustainable or conventional farming). For each scenario, participants rated their WTB for the apples on sale. Analyses conducted on the whole sample showed that consumers’ WTB was higher for locally grown, organic, and low-priced apples. Furthermore, cluster analysis revealed three consumer segments with different behavioral profiles. Price-sensitive consumers’ WTB was higher for imported apples at a low price than for local apples at a high price. Non-online consumers unconditionally rejected the online grocery shopping service regardless of the apples’ price, origin, and type of production. Organic consumers were more willing to buy imported organic apples than domestic conventional ones. Hence, consumers’ preferences for domestic products should be interpreted in the light of factors such as price and type of production.

中文翻译：

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多种外在线索对消费者购买苹果意愿的影响：基于情景的研究

摘要 价格、产地和生产类型都会影响消费者对新鲜食品的选择。然而，这些因素之间的相互作用在食物选择文献中受到的关注有限。随着在线杂货购物服务的增长，另一个未充分研究的问题是购买在线销售的新鲜食品的意愿 (WTB)。我们的目标是通过应用基于场景的方法来部分填补这些空白。我们将 324 个人暴露在 54 个场景中，描述了角色去买苹果的情况。这些场景包含四个参与者内部因素的所有可能组合：购买地点（传统市场或在线杂货店购物服务）、原产地（距离角色家 50 公里以内、法国其他地方或国外）、价格（低、平均、或高），和生产类型（有机、可持续或传统农业）。对于每种情况，参与者都会对出售的苹果的 WTB 进行评分。对整个样本进行的分析表明，消费者对本地种植、有机和低价苹果的 WTB 较高。此外，聚类分析揭示了三个具有不同行为特征的消费者群体。价格敏感的消费者对低价进口苹果的 WTB 高于对高价本地苹果的 WTB。无论苹果的价格、产地和生产类型如何，非在线消费者都无条件地拒绝了在线杂货购物服务。与国内传统苹果相比，有机消费者更愿意购买进口有机苹果。因此，