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Apple preferences of US consumers are widely explored. However, the key factors that drive the importance that US consumers place on apple attributes are rather unexplored. To fill this literature gap, an online survey with 383 US apple buyers was conducted. A two-step analysis consisting of descriptive statistics and partial least squares structural equation modelling indicates that subjective knowledge was the most important factor, determining both the discernment of buyers and attitudes towards US fruit growers. Objective knowledge and sociodemographic factors, other than education, were not found to have any impact. The discernment of a buyer and their ability to distinguish apple varieties had the greatest impact on the importance that US consumers placed on physical and commercial product attributes. It was also found that attitudes towards growers impacted on the importance which consumers place on both types of attributes. Given that consumer attitudes were shown to be a strong driver of their buying preferences, growers and grower associations should also consider highlighting the positive health and societal benefits that their products provide. [ABSTRACT FROM AUTHOR]