Abstract

This article studies the relative importance of quality certification in the consumption preferences of artisan agri-food products. Using the multivariate method of conjoint analysis in a sample of 398 subjects from the Coquimbo region (Chile), the relative weight of the certification is compared to three other attributes defined —via a documentary analysis and a focus group— as determining factors in consumer preferences (price, packaging and origin). The results show that the relative importance of each attribute is, in descending order: price (37. 3%), certification (27. 3%), packaging (20.7%), and origin (14.7%). In addition, the favorite agri-food product is low price, certified, with rustic packaging design, and of local origin. From the above, it is concluded that quality certification is a key attribute for the consumer of agri-food products and, therefore, a reason for local suppliers to arrange certification strategies for their productions.