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Este trabajo ha sido financiado por los proyectos: «HortalizaTE» y «Siembra Teruel» (Gobierno de Aragón: FITE. Fondos de Inversión de Teruel y Gobierno de España) y Grupos de Investigación (Gobierno de Aragón): S01_23R. Grupo de Investigación en Economía Agroalimentaria y Recursos Naturales y T07_23R Grupo de Investigación en Alimentos de Origen Vegetal GIAOVE.

Analysis of institutional authors

Gracia Royo, AzucenaAuthorMallor Giménez, CristinaAuthor

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November 6, 2025
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Exploring consumer label preferences for fresh vegetables in Aragon: insights for market differentiation

Publicated to:Humanities And Social Sciences Communications. 12 (1): - 2025-11-04 12(1), DOI: 10.1057/s41599-025-05936-z

Authors: Gracia, A., & Mallor, C.

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Abstract

This study determines which labels should be used to differentiate vegetables cultivated in Aragon in the local market, according to consumer preferences. The aim is to analyse the importance consumers attach when buying fresh vegetables to different labels commonly used to market these products. The labels analysed were “Organic”, “Protected Designation of Origin (PDO)”, “C’Alial regional brand”, “Km0”, “Local sales”, “Local variety”, and “Collective producer brand”. A Best-Worst method, in which the respondents must indicate which label is the most and least important, was used. Data was gathered using an online survey of vegetable consumers in Aragon. The sample was stratified by age, gender, and province of residence. Label importance for consumers was assumed to be heterogeneous, and a Latent Class (LC) model was estimated. Results indicate that the most important labels were “Local sales”, followed by “Km0”, “Local variety”, “PDO” and “Organic”. The least valued labels were “C’Alial” and “Collective producer brand”. Therefore, according to the obtained results, producers should focus on proximity markets using local varieties. Consumers’ heterogeneity in the importance they attached to different labels was found. Four classes of consumers were detected and explained by socio-demographic characteristics, the importance of vegetable attributes, the frequency of vegetable consumption, the knowledge of the method of production, and the attitudes and intention to purchase vegetables from local landraces. Accordingly, different strategies should be used to attract different consumers.

Keywords

Actitudes del consumidorCadena de distribución cortaEtiquetado de alimentosHortalizas (plantas)Variedades indígenas

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Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-11-18:

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

    It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

    • The work has been submitted to a journal whose editorial policy allows open Open Access publication.
    • Assignment of a Handle/URN as an identifier within the deposit in the Institutional Repository: http://hdl.handle.net/10532/7943

    Leadership analysis of institutional authors

    There is a significant leadership presence as some of the institution’s authors appear as the first or last signer, detailed as follows: First Author (Gracia Royo, Azucena) and Last Author (Mallor Giménez, Cristina).

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