Functional and organic eggs as an alternative to conventional production: a conjoint analysis of consumers' preferences

BACKGROUND: In the current context of growing consumer demand for foodstuffs that are healthy and safe and that are obtained in a manner respectful to the welfare of animals, the analysis of consumer preferences towards attributes of this type takes on particular importance. These trends are especially clear in the case of the consumption of eggs because of their strong negative association with cholesterol levels and their extremely intensive systems of production. The introduction of variants that are more in harmony with current consumer demands represents an interesting market alternative. RESULTS: The present study was aimed at investigating the preferences of Spanish consumers for these alternative types of egg that are entering the market. The survey was conducted with 361 consumers from October 2007 to March 2008. The conjoint analysis allowed us to estimate the relative importance of the main attributes that affect consumer preferences for eggs and to distinguish segments of consumers with similar preference profiles. CONCLUSION: It was found that price is the most important attribute determining consumer preferences, followed by the hens' feed and their rearing conditions. It was also found that only some groups of consumers are willing to pay the premium necessary for alternative methods of production. Copyright © 2010 Society of Chemical Industry