Consumer preferences for lettuce (Lactuca sativa) quality attributes in Trinidad and Tobago: Key drivers and determinants
1Department of Animal Husbandry Statistics and Computer Applications, Madras Veterinary College, Tamil Nadu Veterinary and Animal Sciences University, Chennai 600007, India. 2DAEE, FFA, The University of the West Indies, St. Augustine Campus, Trinidad and Tobago. 3DAEE, FFA, The University of the West Indies, St. Augustine Campus, Trinidad and Tobago. Corresponding e-mail: drkathir@tanuvas.org.in
DOI: https://doi.org/10.37855/jah.2026.v28i01.20
This study examines consumer preferences for the search, experience, and credence attributes of lettuce (Lactuca sativa) in Trinidad and Tobago, a market that is partially dependent on imports. Analysing the determinants of consumer preferences is essential for enhancing production efficiency and ensuring food system resilience. A cross-sectional survey of 157 primary food shoppers, selected through multistage random sampling, was conducted. Attribute ranking, Kruskal–Wallis tests, and Ordered Probit (OP) models (P < 0.05) were applied to quantify the importance of various market attributes and to analyse the factors influencing the ratings. The Kruskal-Wallis analysis indicated that lettuce head appearance was the primary attribute, followed by price and taste, while flavour, texture, and size were ranked lowest, suggesting that consumers initially focus on search attributes and economic factors over sensory qualities. Marginal probability effects derived from the ordered probit (OP) models indicated that income was the most influential determinant of concern intensity. Higher-income consumers showed a significantly greater likelihood of being highly concerned about price and freedom from defects, while exhibiting comparatively lower concern for basic sensory attributes. Similarly, younger consumers were significantly more likely to express concern about texture, whereas female shoppers were more likely to express extreme concern about price. These marginal probability effects demonstrate that differences across consumer groups strongly shape attribute prioritisation, implying that lettuce farmers in Trinidad and Tobago should prioritise visual quality and defect-free production while maintaining competitive pricing to meet the higher price sensitivity of female shoppers and larger households.
