Which are the main drivers that affected the consumers' WTP for tropical fruits? A logistic model approach for quality certification and Sicily origin

Abstract

In this study, we examined the growing interest among consumers in PGI-PDO certifications, reflecting their increased focus on dietary choices and willingness to embrace local foods. Our questionnaire-based survey involved 511 consumers in Sicily, aiming to identify key factors impacting the willingness to pay (WTP) for tropical fruits, especially those with certification. Through a regression model, our findings indicate that family size, urban setting, income, and education level, along with various consumption habits, exert varying degrees of influence on WTP.