The IFAMR is published quarterly by the International Food and Agribusiness Management Association. www.ifama.org

Plants are often merchandised with minimal packaging, thus, consumers have only the plant itself (intrinsic cue) or information signs (extrinsic cues) on which to assess product and on which to base their purchase decision. Our objective was to explore consumers’ preference for select plant...

The relationship between the consideration of future and immediate consequences (CFC) and consumer preference for gasoline, cellulose-based and corn-based ethanol fuels was investigated using data from a representative panel of U.S. consumers. A panel of U.S. consumers completed the...

Although consumer behavior research has investigated impulsive buying behavior since the early 1950s, no studies explored the relationship between eye gaze metrics, buying impulsiveness scores and purchase decisions. The present study is a preliminary approach to setting consumer purchase...

Although there is growing public awareness and concern about environmental issues, incentive mechanisms leading individuals to engage in pro-environmental behaviors remain less investigated. This article examines the impact of bottle deposit laws, municipal recycling programs, and the ease of...

This study investigates the marginal values consumers place on apple quality traits as part of a larger SCRI project whose goal is to increase the long-term economic sustainability of Rosacea crops by increasing the U.S. per-capita consumption of fruits. Information on consumers’ preferences...

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...

Homegrown value-auction experiments are useful for exploring preferences for controversial product attributes. These auctions have emphasized estimating the effect of the attribute on the willingness to pay (WTP) for a product. The likelihood that individuals are willing to purchase any products...

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...