Consumer Preferences for Attributes in Food and Beverages in Developed and Emerging Export Markets and their Impact on the European Union and New Zealand


  • Caroline Saunders
  • Meike Guenther
  • John Saunders
  • Paul Dalziel
  • Paul Rutherford



European Union, New Zealand, Food Sustainability, Consumer Preferences, Cross Country Comparison, Trade Modelling


This study examined consumer attitudes towards attributes in food and beverages in China, India, Indonesia, Japan and the UK. The attributes included basic attributes such as price and quality, but also extended to food safety and health benefits, as well as environmental and social attributes. The importance of factors affecting key attributes were examined in more detail. The study used a web-based survey with 1,000 middle and upper income consumers in each country. In addition, the potential economic impact of agricultural returns of different levels of premiums for food attributes in the EU and New Zealand were examined using the partial equilibrium Lincoln Trade and Environment Model (LTEM). This study found that consumers from developing countries valued food attributes more than the developed countries. Trade model projections showed an important impact on the agricultural sectors in the EU and New Zealand from the different levels of premiums for food attributes in selected overseas markets.