Attributes that define preferences for cheese in southern chile: do consumers value information about the carbon footprint?

Abstract

Considering the negative contribution of the food sector to climate change, a survey was conducted with 400 people in Temuco (Araucanía Region, Chile) to distinguish the preferences for different types of cheese, with different Countries of origin, information about the carbon footprint, packaging, presentations and prices in supermarkets in Temuco. Consumer segments were also distinguished in relation to their aforementioned preferences and characteristics. Using a conjoint analysis it was determined that the type of cheese was more important than origin, packaging, price, presentation, and the information about the carbon footprint. Consumers preferred Chilean cheese and cheese imported from Holland, unpackaged, in slices, at the highest price, with no information about the carbon footprint. A hierarchical cluster analysis identified four market segments: “consumers sensitive to the type of cheese” (Group 1, 22.2%), “consumers sensitive to packaging and Country of origin, who prefer the product with information about the CF” (Group 2, 22.2%), “consumers sensitive to the origin, presentation and type of cheese” (Group 3, 37.3%) and “consumers sensitive to the Country of origin” (Group 4, 18.3%). The segments differed in their degree of satisfaction with food-related life, frequency of purchase of imported food, frequency of cheese consumption, monthly expenditure on food and socioeconomic level. In Temuco, almost 80% of the sample did not yet value having information about the carbon footprint regarding food of animal origin, such as cheese.