This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers’ willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable...

In Spring 2005 and Fall 2009 consumer surveys were collected in several Metropolitan 4 cities in Indiana and Illinois to explore differences based on psychographic and behavioral 5 characteristics of farmers’ market consumers. Consumer intercept surveys were conducted in: 6 South Bend, IN;...

Consumers in today’s marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint...

The produce industry in Texas is currently faced with several issues that can potentially negatively effect fruit and vegetable participants. To combat these issues producers and other industry participants recently developed a task force to lead the produce industry through a detailed strategic...

This paper discusses the benefits of using strategic management principles as the cornerstone for building the agribusiness capstone experience. The necessity for agribusiness firms to create and implement strategies that build a sustainable competitive advantage in turn necessitates the...

The appearance of organic produce is often less than perfect because of limited methods of avoiding plant diseases. We combine hypothetical and real auction mechanisms to investigate how cosmetic damage affects consumers’ willingness to pay for apples. We find that 75% of the participants...