Quality Perception and Consumer Choice of Cactus Pear: Results of Direct Survey in Italy

Today, alongside the traditional search and experience quality attributes, credence attributes increasingly affect individual consumption. The aim of this paper is to identify and measure the principal attributes of quality in cactus pear and their effect on consumer choice. The hypothesis underlying the study is that credence attributes have a major influence on consumer choice compared to the other quality attributes. With this in mind a questionnaire was administered to 92 cactus pear consumers in Italy, and by means of an econometric model the relationship that single attributes have on the amount of cactus pear consumption was analysed. Results confirm that credence attributes are important determinants of consumer's choice.