New Zealand food and beverage consumer preferences for product attributes and alternative retailers, and in-market use of digital media and smart technology

Abstract

While much of New Zealand’s primary products are exported, it is still important to understand how domestic consumers value the attributes of food and beverage products, including willingness-to-pay (WTP) for particular product attributes, and use digital media and smart technologies to access information and purchasing food and beverage products. In response to this, firstly a literature review of New Zealand consumer preferences, WTP and technology use was carried out. Secondly, a survey of approximately 1,400 New Zealand consumers was undertaken examining preferences and WTP for credence attributes and their associated factors, attitudes to and use of alternative retailers, and digital media and smart technology use in relation to food and beverages. These results are compared with an overseas study to gain relative insight into the New Zealand market. A distinct difference between New Zealand and international consumers is observed across all factors examined. These results imply that a New Zealand-centric view of international consumers may lead to an underestimation of the potential value that could be captured in international markets.