RESUMO
The central objectives of this paper are to enhance the understanding of how consumers in developed economies value credence attributes and to understand their preferences for red-pulp kiwifruit. To achieve this, we utilised the choice experiment method through surveys conducted in Italy, Spain, France, and Germany, targeting kiwifruit consumers through specific questionnaires. Regarding red kiwifruit, a significant percentage of those who are already familiar with them either purchase or intend to purchase them. What is equally interesting is the high percentage of those who declared themselves to be undecided about making a purchase. Specific marketing actions can be directed towards the following two categories: converting the intention to purchase into an actual purchase and shifting the current inclination towards an intention or act of purchase, for example, by improving the knowledge about this relatively unknown fruit. This paper contributes to the market chain by assessing consumers' choice and willingness to pay for red kiwifruit, while also comparing developed economy markets.
RESUMO
This research aims to provide a comprehensive overview of the key demographic, psychosocial, and lifestyle-related characteristics of forest therapy participants in Italy. A survey was conducted among 1070 adults who had engaged in standardized forest therapy experiences between June 2021 and October 2022. The findings indicate that most forest therapy participants in Italy share certain distinctive traits. They are primarily female, aged between 45 and 54 years, employed, and unmarried. Moreover, they possess a high level of education, predominantly reside in urban areas, demonstrate a strong environmental awareness, maintain a nature-oriented attitude, and typically exhibit moderate levels of trait anxiety. Additionally, they tend to be nonsmokers, possess a healthy BMI within the normal range, and consume an adequate quantity of fruits and vegetables on a daily basis. However, it should be noted that their male counterparts tend to be overweight and exhibit poorer dietary habits. Irrespective of gender, approximately 40% of forest therapy participants in Italy live with a chronic disease that requires daily medicinal treatment. Subsequent research should investigate whether these characteristics hold true in different countries. Furthermore, exploring the potential effectiveness of health-promoting interventions integrated with forest therapy sessions could prove beneficial in addressing these specific issues among forest therapy participants. By doing so, such interventions have the potential to contribute significantly to public health promotion and overall community well-being.
