Customer preferences heterogeneity toward avocado: a latent class approach based on the best–worst scaling choice modeling

Giuggioli, Nicole Roberta; Merlino, Valentina Maria; Sparacino, Antonina; Peano, Cristiana; Borra, Danielle; Massaglia, Stefano

doi:10.1186/s40100-023-00289-0

Agricultural and Food Economics

Table 4 Correlation matrix with correlation indexes higher than 0.5 are highlighted in bold

From: Customer preferences heterogeneity toward avocado: a latent class approach based on the best–worst scaling choice modeling

	Affordable price	Health benefits	Appearance (integrity of the skin, absence of visible defects, etc.)	Color (green skin)	Color (dark skin)	Consistency to the touch (already ripe = ready to eat)	Consistency to the touch (hard = ripe)	Variety	Brand awareness	Certifications (ethics, environmental sustainability, controlled supply chain, etc.)	Taste (creaminess, aroma, etc.)	Seasonality
Affordable price		− 0.231^**		0.149^**	0.128^**	0.265^**	0.243^**	− 0.353^**	− 0.444^**	− 0.395^**	0.228^**	− 0.492^**
Health benefits	− 0.231^**		− 0.143^**	− 0.290^**	− 0.440^**	− 0.332^**	− 0.223^**			0.227^**		0.100^**
Appearance		− 0.143^**			− 0.079^*		0.063	− 0.383^**	− 0.358^**	− 0.361^**		− 0.234^**
Color (green skin)	0.149^**	− 0.290^**			0.741^**	0.123^**	0.254^**		− 0.112^**	− 0.594^**	− 0.135^**	− 0.397^**
Color (dark skin)	0.128^**	− 0.440^**	− 0.079^*	0.741^**	1	0.346^**	0.086^*		− 0.123^**	− 0.500^**	− 0.084^*	− 0.371^**
Consistency to the touch (already ripe = ready to eat)	0.265^**	− 0.332^**		0.123^**	0.346^**		0.389^**	− 0.298^**	− 0.550^**	− 0.508^**	0.358^**	− 0.506^**
Consistency to the touch (hard = ripe)	0.243^**	− 0.223^**		0.254^**	0.086^*	0.389^**		− 0.225^**	− 0.405^**	− 0.437^**		− 0.416^**
Variety	− 0.353^**		− 0.383^**			− 0.298^**	− 0.225^**		0.418^**	0.142^**	− 0.098^**	0.237^**
Brand awareness	− 0.444^**		− 0.358^**	− 0.112^**	− 0.123^**	− 0.550^**	− 0.405^**	0.418^**		0.539^**	− 0.515^**	0.468^**
Certifications	− 0.395^**	0.227^**	− 0.361^**	− 0.594^**	− 0.500^**	− 0.508^**	− 0.437^**	0.142^**	0.539^**		− 0.258^**	0.606^**
Taste (creaminess, aroma, etc.)	0.228^**			− 0.135^**	− 0.084^*	0.358^**		− 0.098^**	− 0.515^**	− 0.258^**		− 0.279^**
Seasonality	− 0.492^**	0.100^**	− 0.234^**	− 0.397^**	− 0.371^**	− 0.506^**	− 0.416^**	0.237^**	0.468^**	0.606^**	− 0.279^**

** Correlation is significant at the 0.01 level (two-tailed); * Correlation is significant at the 0.05 level (two-tailed)

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