Marketing Specialty Crops: Analyzing Perception and Determinants of Date Fruit Purchase Likelihood

Agnese Rondoni, Carola Grebitus, Renee Hughner, Katherine Fuller

Research output: Contribution to journalArticlepeer-review


While date fruits provide a good source of fiber, potassium, and antioxidants, demand for dates is lower than for other comparable fruits. Exploring consumers’ perceptions and purchase-related behavior of dates highlights how this tasty and nutritious product could be marketed more effectively. This study, surveying approximately 3,000 U.S. consumers of dried fruits, is the first to provide public findings on date marketing. Developing a conceptual framework, we identify shopping characteristics by accounting for e.g., product cues, socio-demographics, and shopping and consumption habits. Data on perception are analyzed using content analysis, and determinants of date purchase likelihood are investigated via probit models. Results show that consumers’ perceptions of dates are related to taste, texture, and health; consumers prefer the health properties and naturalness of dates. “Trusted Brand” and “Certified USDA Organic” are preferred packaging labels. Concerning usage patterns, consumers mainly use dates for snacking. Findings provide rich implications for successful date marketing.

Original languageEnglish (US)
Pages (from-to)670-694
Number of pages25
JournalJournal of International Food and Agribusiness Marketing
Issue number5
StatePublished - 2023


  • Arizona-grown
  • Deglet Noor
  • Medjool
  • date fruit
  • purchase likelihood

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing


Dive into the research topics of 'Marketing Specialty Crops: Analyzing Perception and Determinants of Date Fruit Purchase Likelihood'. Together they form a unique fingerprint.

Cite this