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Multi-country stated preferences choice analysis for fresh tomatoes

De Salvo, Maria; Scarpa, Riccardo; Capitello, Roberta; Begalli, Diego

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Maria De Salvo

Roberta Capitello

Diego Begalli


In this study we investigate consumers’ preferences for fresh tomato attributes in four European countries by assessing and comparing Marginal Willingness-To-Pay (MWTP) estimates from panel Mixed Logit (MXL) models with utility specifications in the WTP-space. We performed an in-depth post-estimation inference to identify what attributes are the main determinants of fresh tomato purchases in each domestic market. We also assess the choice probabilities for tomatoes of various origins and types to illustrate how these post-estimation inference can be used to inform strategies designed to increase the market shares of Italian fresh tomato exports in new markets and to consolidate positions in markets where Italian fresh tomatoes are already appreciated by local consumers.


De Salvo, M., Scarpa, R., Capitello, R., & Begalli, D. (2020). Multi-country stated preferences choice analysis for fresh tomatoes. Bio-based and Applied Economics, 9(3), 241-262.

Journal Article Type Article
Acceptance Date Oct 2, 2020
Online Publication Date Dec 14, 2020
Publication Date 2020
Deposit Date Oct 12, 2020
Publicly Available Date Nov 10, 2021
Journal Bio-based and Applied Economics
Print ISSN 2280-6180
Publisher Firenze University Press
Peer Reviewed Peer Reviewed
Volume 9
Issue 3
Pages 241-262
Public URL


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