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Kari Hugie, Chengyan Yue, and Eric Watkins

had the highest level of education, which has previously been reported as a significant sociodemographic predictor for environmentally conscious consumer behavior ( Samdahl and Robertson, 1989 ), although more recent studies have failed to find

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Chengyan Yue, R. Karina Gallardo, James Luby, Alicia Rihn, James R. McFerson, Vicki McCracken, David Bedford, Susan Brown, Kate Evans, Cholani Weebadde, Audrey Sebolt, and Amy F. Iezzoni

quality traits according to their preferences, which is the same role represented in the utility. This approach is similar to Lancaster’s theory of consumer behavior, which states that utility is not derived from a good but rather from the attribute

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R. Karina Gallardo, Qi Zhang, Michael Dossett, James J. Polashock, Cesar Rodriguez-Saona, Nicholi Vorsa, Patrick P. Edger, Hamid Ashrafi, Ebrahiem Babiker, Chad E. Finn, and Massimo Iorizzo

respondent considers when ranking the traits according to his/her preferences, which is the same role represented in the utility. This approach follows Lancaster’s theory of consumer behavior that states that utility is not derived from a good but from the

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R. Karina Gallardo, Parichat Klingthong, Qi Zhang, James Polashock, Amaya Atucha, Juan Zalapa, Cesar Rodriguez-Saona, Nicholi Vorsa, and Massimo Iorizzo

the respondent considers when ranking the traits according to their preferences, which is the same role represented in the utility. This approach follows Lancaster’s theory of consumer behavior that states that utility is not derived from a good, but

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curiosity fulfillment. Such differences may not only lead consumers to have different evaluations of flowers, but also are highly likely to influence consumers' behavior in searching for information and variety in the floral market, and thus impact the

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Aime J. Sommerfeld, Tina M. Waliczek, and Jayne M. Zajicek

. Readings in attitude theory and measurement Wiley New York, NY Miller, R.K. Washington, K.D. 2007 Baby boomer consumers 68 76 Consumer behavior 2007 Richard K. Miller & Assoc Loganville, GA Mummery, W.K. Kolt, G. Schofield, G. McLean, G. 2007 Associations

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R. Karina Gallardo, Eugene Kupferman, and Ann Colonna

consumers are looking for? Presented at the Washington Tree Fruit Postharvest Conference Yakima, WA 12–13 Mar Nelson, P. 1970 Information and consumer behavior J. Polit. Econ. 78 311 329 Quagrainie, K.K. McCluskey, J.J. Loureiro, M.L. 2003 A latent structure

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Ruchen Zhou, Chengyan Yue, Shuoli Zhao, R. Karina Gallardo, Vicki McCracken, James J. Luby, and James R. McFerson

information in food J. Agr. Policy Resour. 5 1 1 43 Loureiro, M.L. McCluskey, J.J. Mittelhammer, R.C. 2001 Assessing consumer preferences for organic, eco-labeled, and regular apples J. Agr. Resour. Econ. 26 2 404 416 Nelson, P. 1970 Information and consumer

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Charles R. Hall

confidence indices are nearly twice the levels we saw then ( The Conference Board, 2009b ). The question is how the Great Recession has impacted long-term spending habits of post-Great Recession consumers. Long-term consumer behavior One unexpected

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toward Asian Vegetables in Direct Markets Production of exotic Asian vegetables can potentially increase revenue for direct marketers; however, consumer behaviors regarding these crops are poorly understood. Walters et al. (p. 500) surveyed consumers