Consumer preference for dried mango attributes: A conjoint study among Dutch, Chinese, and Indonesian consumers

ABSTRACT: One way to add value to tropical fruit and increase its availability in the global market is to develop new, less perishable, products from fresh fruit. The purpose of this study is to compare the perception of key quality attributes and preferences of dried mango between consumers with different familiarity and health consciousness. This study surveyed respondents from China, Indonesia, and the Netherlands via an adaptive choice‐based conjoint method (n = 483) to evaluate intrinsic quality attributes that influenced consumer preference for dried mango. Consumers in different countries have different texture, taste, and color preferences for dried mango. The most important attribute for the Dutch and Chinese was “free from extra ingredients”, while for Indonesians, it was the texture. Familiarity with dried mango and health consciousness do not influence consumer preference of intrinsic attributes of dried mango. Different preferences of intrinsic attributes of dried mango between countries are related to cultural differences. This study provides useful insights for food manufacturers into the significance of key intrinsic quality attributes in developing dried mango. PRACTICAL APPLICATION: Intrinsic quality parameters of dried mango are not perceived in the same way by every consumer and this is related to cultural differences. Crispy texture is important only for Indonesian consumers, while “free from extra ingredients” is the most important for Dutch and Chinese consumers. This information is relevant when developing dried mango products for the respective markets.