This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase...

Using eye-tracking technology and experimental auctions, this paper evaluates the impact of information from various sources on consumers’ real willingness to pay (WTP) for nano-packaged food products with varying shelf-lives. Information about the risks and benefits of nanotechnology in food...

The ultimate objective of commercial horticultural activities is to satisfy the needs of the final consumer. Consumer demand for novel plants drives the ornamental plant industry. Therefore, dispersal of native and invasive horticultural plants can be understood by considering the...

The main objective of this research was to study what stimulates repeat buying behavior for ornamental plants by segmenting consumer demographics and other important variables in the purchasing decision for ornamental plants. Specifically, we looked at the number of transactions per month as a...

This paper aims to evaluate consumer’s awareness and willingness-to-pay (WTP) for two ornamental brands in Texas: Texas Superstar® and Earth-Kind®, after a Promotion on Place (POP) Program was developed by the Texas Department of Agriculture (TDA). Consumer’s characteristics that are more...

This study utilized and compared hypothetical conjoint analysis and non-hypothetical experimental auctions to elicit floral customers' WTP for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers but the...

This study investigates the potential impacts of food safety outbreaks on domestic shipments, imports, and prices of the produce industry. Three case studies were analyzed to assess these potential impacts: the cantaloupe outbreak of March–April 2008, the spinach outbreak of September...

This study investigates the effect of the revelation of posted bids in second-price experimental auctions for apple quality attributes under the experimental design where information is added progressively across rounds. We find that the revelation of posted bids does not bias the following bids...

This study investigates heterogeneous consumer preferences for nano-food and genetic-modified (GM) food and the associated benefits using the results of choice experiments with 1117 U.S. consumers. We employ a mixed logit model and a latent class logit model to capture the heterogeneity in...