Taste matters more than origin: An experimental economics study on consumer preferences for native and foreign varieties of walnuts

The purpose of the present study is to provide empirical evidence on consumer acceptance of native and foreign varieties of walnuts, identifying how information on the variety's origin and taste affects consumer preferences in Italy. Through an artefactual experiment, the willingness to pay for three packages of walnuts weighing 350 g each—representing one native variety (Sorrento) and two foreign varieties (Chandler and Hartley)—was assessed. The study findings revealed that both information on the origin of the variety and taste significantly affect consumers' willingness to pay for different walnut varieties, with taste having a stronger impact. While information about the variety's origin reduces consumers' preferences for foreign varieties (i.e., Chandler and Hartley), after tasting the walnuts, the willingness to pay for the foreign and internationally grown variety (i.e., Hartley) increases. By considering both information and taste effects, the willingness to pay increases for both native (i.e. Sorrento) and foreign varieties, showing the highest premium price for the Chandler variety, which is foreign but locally grown. The results of this study contribute to the discussion on the importance of taste versus information in the preference for a food product. Additionally, it enhances the discussion on the consumers' perception of allochthonous varieties cultivated in their own country. This latter aspect is particularly crucial since there will be a growing interest in cultivating allochthonous varieties in the near future.