Consumer Evaluation of the Attitudes of Apples Using Best-Worst Scaling

Abstract

The objective of this study is to clarify the consumer evaluation of attributes of apples including the inner quality that can guarantee sugar content and watercore rating by non-destructive analysis using an optical sensor. We conducted a counting analysis based on Best-Worst Scaling to calculate BW scores, and the conditional logit model to clarify the relative evaluation between attributes. The following are the main findings of this study. We found that the consumer evaluation of apple attributes is different for each attribute by age, and experience of harvesting apples enhances evaluation of sugar content and watercore.