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...

Ninety-five consumers in seven grocery stores tasted unidentified peeled sections of three mandarins (a tangerine, a satsuma, and a clementine), and provided demographic and purchase information. Forty-four percent of the respondents preferred tangerines, 34 percent satsumas, and 22 percent...

The purpose of this paper is to evaluate the importance of different attributes of three major product categories: fruits, vegetables and ornamental plants, in order to understand the relative effect of these attributes on consumer’s choice. Using an online survey we implemented a choice based...

The ornamental horticultural industry continues to be one of the most rapidly expanding sectors in agriculture. This study examined a decision model for landscape plant production based on portfolio analysis. A quadratic programming model was developed to generate an optimal crop portfolio for a...

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...

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...

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...

Incentive compatible auction experiments, often referred to as homegrown value auctions, have become a popular tool for exploring how controversial product attributes and knowledge of these attributes affect consumer willingness to pay. A common observation in these experiments is a prevalence...

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...