Resumo

ARAYA-PIZARRO, Sebastián Cristóbal  e  PIZARRO, Camilo Romelio Araya. THE IMPORTANCE OF QUALITY CERTIFICATION IN THE PURCHASE DECISION OF ARTISAN AGRI-FOOD PRODUCTS. Innovar [online]. 2020, vol.30, n.77, pp.53-62.  Epub 20-Nov-2020. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v30n77.87430.

This article studies the relative importance of quality certification in the consumption preferences of artisan agri-food products. Using the multivariate method of conjoint analysis in a sample of 398 subjects from the Coquimbo region (Chile), the relative weight of the certification is compared to three other attributes defined -via a documentary analysis and a focus group- as determining factors in consumer preferences (price, packaging and origin). The results show that the relative importance of each attribute is, in descending order: price (37.3%), certification (27.3%), packaging (20.7%), and origin (14.7%). In addition, the favorite agri-food product is low price, certified, with rustic packaging design, and of local origin. From the above, it is concluded that quality certification is a key attribute for the consumer of agri-food products and, therefore, a reason for local suppliers to arrange certification strategies for their productions.

Palavras-chave : Agri-food industry; certification; Chile; conjoint analysis; con-sumer behavior; multivariate analysis.

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