Factors Influencing Consumer Preference Towards Horticulture Geographical Indications (GIs): A Case of Udupi Brinjal from South India

Consumers' attention towards fruits and vegetables in recent times has shifted to regionally grown geographical indications (GI) due to the quality and origin of these products. This research work aims to explore the factors influencing consumer preference towards Udupi Brinjal, a horticulture GI grown in Udupi District of South India. The present study has used a mixed-method approach to gather and analyze data collected from local consumers of Udupi District. The qualitative study design involved a survey of key informants in the local region. Subsequently, data collected from consumers through a structured questionnaire were analyzed using factor analysis and regression techniques. Results from data analysis revealed that quality factors show greater importance in predicting consumer preference, followed by sensory attributes and health-related aspects. The results will help formulate marketing strategies for horticulture GIs. Agribusiness marketers and State-owned agriculture promotion agencies can adopt these strategies to promote GIs and gain consumer acceptance. The results and discussions of this research work are consistent with Sustainable Development Goals (Goals 2 & 12) and contribute to sustainable agriculture.