Effects of Product Attributes and Consumer Characteristics on Attitude and Behavior: The Case of Peanuts in a Transition Economy Wanki Moon and Wojciech J. Florkowski Department of Agricultural & Applied Economics, The University of Georgia, Georgia Station, Griffin, GA 30223 Larry R. Beuchat, Anna V. A. Resurreccion, and Manjeet S. Chinnan Center for Food Safety and Quality Enhancement, The University of Georgia, Georgia Station, Griffin, GA 30223 Pavlina Paraskova and Jordan Jordanov Canning Research Institute, 154 Vassil Aprilov Blvd., Plovdiv 4000, Bulgaria ABSTRACT Using consumer survey data collected in Bulgaria in 1997, this study examined consumer preferences for peanuts in a transition economy. Perceived product attributes and household characteristics were hypothesized to influence attitude and peanut consumption behavior. The effects of perceived prod- uct attributes on overall attitude toward peanuts were examined, drawing on Fishbein’s multiattribute model. Consumption behavior was analyzed using a count data model that distinguishes between par- ticipation and consumption frequency decisions. Results showed that perceived attributes with respect to taste and price consistently influenced consumers’ overall attitude toward peanuts and consump- tion behavior. Income and location of households were statistically significant in explaining peanut consumption frequency. Whereas perceived health attributes affected attitude toward peanuts, they were not directly associated with consumption behavior. © 1999 John Wiley & Sons, Inc. 1. INTRODUCTION Several macroeconomic studies have reported the effect of economic reforms on aggregate consumption and incomes in economies in transition (Fischer, Sahay, & Vegh, 1996; Her- nandez-Cata, 1997; Selowsky & Martin, 1997). In Central and Eastern European (CEE) countries, the initial effect included a sharp decline in real output. However, in those coun- tries that consistently implemented market reforms, the economy stopped shrinking and registered positive growth rates (Selowsky & Martin). Bulgaria recently joined this group reporting that its economy is expected to grow at the rate of 5% in 1998. Growing market-oriented economies create a need for disaggregated market and demand studies. Results from such studies provide economic information essential for expansion of the private sector or investment decisions. Between 1995 and 1997, nearly $181 million 411 Agribusiness, Vol. 15, No. 3, 411–425 (1999) © 1999 John Wiley & Sons, Inc. CCC 0742-4477/99/030411-15