Factors that influence French consumer satisfaction in the preference for Chilean avocados (Persea Americana Mill.)

Abstract

R. Cabana Villca, M.I. Ortega Marín, A.A. Gutiérrez Rojas, M.I. Aguilera Zambra, and A.F. Chiang Guzmán. 2021. Factors that influence French consumer satisfaction in the preference for Chilean avocados (Persea Americana Mill.). Int. J. Agric. Nat. Resour. 45-56. Most avocados consumed in France come from Peru or Chile. French suppliers vary based on the season; however, Chile is the main supplier of avocados during the winter season. The aim of this study is to analyze the key variables that influence French consumer satisfaction in the preference for Chilean avocados. This is substantiated using an exploratory multivariate analysis, which was performed on a causal model comprised of endogenous constructs: perceived extrinsic and intrinsic quality, perceived risk and perceived value. The sample consists of 346 French consumers of Chilean avocados in supermarkets of the Auvergne-Rhône-Alpes region. The main results show that the risk perceived by French consumers can only be related to the perceived extrinsic quality of the product. On the other hand, both perceived intrinsic and extrinsic quality are directly related to perceived value. Finally, it is concluded that French consumer satisfaction in the preference for Chilean avocados can be explained by the variables perceived intrinsic quality, perceived extrinsic quality and perceived value.