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Emmanuel A. Torres-Quezada, Lincoln Zotarelli, Vance M. Whitaker, Bielinski M. Santos, and Ixchel Hernandez-Ochoa

according to a crown size, nurseries could offer larger crowns at a price premium to growers in the future. Our data suggests that a 10-mm minimum diameter could be a good starting point. Taking into account historical weekly price data for Florida fresh

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Ariana Torres, Petrus Langenhoven, and Bridget K. Behe

attributes has brought new marketing opportunities for melon growers and sellers to access niche markets and obtain price premiums. To effectively market new types of melons, industry stakeholders should have an understanding of current consumer preferences

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Robin G. Brumfield

uncertainty, rising input costs, but flat prices, consumer economic fears, an increasingly global and complex market, growing public concern about chemicals and water pollution, slow housing starts, and a maturing market. Competition in the green industry has

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variety to maintain price premiums and profit margins. Gallardo et al. (p. 575) estimated the impact of inadequate crop load management on grower profits using two methodologies: hedonic pricing model and price incentive compatible experimental auction

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Kathleen Delate, Andrea McKern, Robert Turnbull, James T.S. Walker, Richard Volz, Allan White, Vincent Bus, Dave Rogers, Lyn Cole, Natalie How, Sarah Guernsey, and Jason Johnston

Zealand, 2006 ). The growth of Integrated Fruit Production (IFP) programs, based on low-toxicity (nonorganophosphate) insecticide use has also increased, but IFP price premiums are not comparable with certified organic revenues ( Campbell et al., 2006

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Dewayne L. Ingram, Timothy A. Woods, Wuyang Hu, and Susmitha S. Nambuthiri

ordinary products compared with more green products as a result of price, past performance, or product ignorance or disbelief. On average, the 535 consumers surveyed in Texas, Michigan, Minnesota, and Indiana liked rice hull pots followed by straw

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Suzette P. Galinato and Carol A. Miles

, respectively. Given the higher marketable yield and opportunity of selling tunnel-grown tomatoes beyond the main season at a premium price, the estimated net return was three times greater for high tunnel-grown tomato than for field-grown tomato. The

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Kaitlin A. Hopkins, Charles R. Hall, Michael A. Arnold, Marco A. Palma, Melinda Knuth, and Brent Pemberton

periods ( Zadegan et al., 2008 ). Although native plants can be more expensive than exotic plants, price has been one of the least important factors limiting consumer acceptance ( Wilde et al., 2015 ). It was determined in their conjoint choice survey that

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Paul D. Gottlieb, Robin G. Brumfield, Raul I. Cabrera, Daniel Farnsworth, and Lucas Marxen

was adequate to compensate for recycling investment costs.” In other words, assuming that the price premium identified by Hartter (2012) is accurate and sustainable, the decision to engage in green marketing can be the difference between a profitable

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Melinda Knuth, Bridget K. Behe, Charles R. Hall, Patricia Huddleston, and R. Thomas Fernandez

into substantial willingness to pay price premiums ( Behe et al., 2010 , 2013 ; Getter and Behe, 2013 ; Khachatryan et al., 2016 ). The use of biodegradable containers, e.g., translates into higher price premiums for ornamental products ( Yue et al