Produce that does not meet sellers' esthetic standards may be redirected to alternative uses or wasted, but consumer trends indicate potential marketability of blemished produce. We conduct a nonhypothetical experimental auction to elicit consumer willingness-to-pay (WTP) for produce of varying...

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...

Health concerns seem to influence consumers’ decisions for purchasing local foods. Maples et al. (2013), Onozaka, Nurse, and Thilmany McFadden (2010), and Wolf, Apitler, and Ahern (2005) found that health motivation can be a significant driver of local foods purchase, yet it remains unclear...