Does Citrus Fruit Still Interest Consumers? A Study of Influencing Factors and Important Attributes

Abstract

Citrus fruits have historically been consumed as a source of vitamins due to their refreshing taste and ease of processing. However, evolving consumer preferences driven by healthy lifestyle trends have led to increased demand for alternative types of fruit, raising questions about the continued attractiveness of citrus fruits. This study aims to identify the factors that influence the frequency of citrus fruit purchases, and the attributes consumers consider when making purchasing decisions. An online survey was conducted with 234 respondents from various regions in Indonesia. The ordered probit model was employed to determine the factors influencing the weekly frequency of citrus fruit purchases, while the importance of citrus fruit attributes was assessed using a Likert scale. The results indicate that age, income, and fruit expenditure significantly affect the frequency of citrus fruit purchases. The three attributes deemed most important by the majority of respondents were flavor, hygiene, and appearance. Based on this study, public health campaigns should promote the health benefits of citrus fruits to younger and lower-income consumers. Marketing should emphasize nutrition and sensory appeal, while producers focus on hygiene, quality and innovation.