Nationally, the number of operating farmers' markets has increased 111% in the past ten years from 1,755 markets to 3,706 from 1994 to 2004 (AMS, 2006). Indiana's farmers' markets has increased at double the rate in the same time frame. An internet and mail census was sent to market masters to...

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...

Willingness to pay (WTP) estimates for novel products are needed to assess consumers' valuation of these products as well as for product adoption and optimal pricing strategies. Using experiments in a retail setting, we compare hypothetical and non-hypothetical WTP values between a...

This paper used an electronic survey conducted in Texas to study the main factors affecting the frequency of purchase, measured in transactions per month, for ornamental plants. While we found several differences in demographic characteristics of respondents, the two major factors impacting the...

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...

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...

China’s vegetable quality and safety controls are being challenged as previously seen in other food industries. This study surveyed 170 vegetable processing firms in Zhejiang, China. We systematically investigated Chinese vegetable processing firms’ current status of quality and...