Apple Values—What Determines the Decision to Buy Apples?

Apples are a healthy and environmentally friendly snack, but the consumption of apples in many countries, including Norway, has decreased in the last fifteen years. This trend has a potential negative impact on public health and the environment. In this paper, we use a consumer survey and a random effect ordered logistic regression model to find out what is most important for people when they buy apples. Ten different values are considered and ranked according to individual’s importance. We find that taste and safety are the most important values for the average individual’s choice of apples, while the appearance and type of apple rank third. The least important values are wrapping size and regional origin. Everyday apple eaters are more concerned about pesticide use and less concerned about price than the average consumers. Furthermore, compared to the average consumer, those with low levels of trust in apple producers and authorities care more about pesticides and environmentally friendly production methods, while consumers with a high level of trust care less about these aspects. Our results indicate that to increase the consumption of Norwegian apples, it is important to maintain or improve their reputation as being tasty and safe to eat.