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Alicia Rihn and Hayk Khachatryan

preexisting perceptions of superior quality for another brand ( Chi et al., 2009 ). Since awareness impacts consumer behavior for other products, how does consumer awareness of neonic insecticides influence their preferences for plants? Furthermore, are

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Rebecca H. Wehry, Kathleen M. Kelley, Robert D. Berghage, and James C. Sellmer

A consumer-research study was conducted in two locations in Pennsylvania utilizing two survey methods: intercept and telephone. This study was designed to assess: 1) what national brand name plant material participants purchased in the past; 2) the consumer's awareness of the Pennsylvania Gardener Selects (PGS) program; and 3) the gardening habits and demographics of Pennsylvania gardeners. The first survey was an intercept survey of 390 self-selected participants who attended Ag Progress Days (APD), a 3-day outdoor educational event and farm implement show from 20-22 Aug. 2002. The second survey was a telephone survey of 500 randomly selected households in the metro-Philadelphia area and was conducted from 20 Aug. through 17 Sept. 2002. Only responses from Pennsylvania gardeners were used in the analysis of the results. A comparison of survey results indicated that metro-Philadelphia-area participants spent more on plant material annually than APD participants, who primarily resided in rural locations. The results showed that metro-Philadelphia-area gardeners tend to live in single-adult households and have one or more children, whereas APD gardeners tend to live in a household with two or more adults and have no children. Eighty-one percent of APD participants and 62% of metro-Philadelphia participants reported that they would be willing to purchase plant material that has been evaluated and chosen as being outstanding for use in all areas of Pennsylvania, a premise for the PGS program.

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Kathleen M. Kelley and Elsa S. Sánchez

Two separate consumer-marketing studies were conducted between 30 Oct. and 2 Dec. 2002 to determine consumer awareness and potential demand for edamame [Glycine max (L.) Merrill]. The first study consisted of a sensory evaluation that included 113 participants who tasted and rated three edamame cultivars based on firmness and overall appeal and then ranked the beans in order of preference at The Pennsylvania State University, University Park Campus. To estimate demand, the participants answered questions regarding their likelihood to purchase edamame after the sensory evaluation. The second study, a telephone survey, was administered by a marketing firm to determine consumer awareness of edamame as well as their produce purchasing habits. Responses were collected from 401 consumers within the Metro-Philadelphia area. Consumer reaction to the sensory evaluation was positive, and after reading about the health benefits, a majority of consumers (92%) indicated they would likely purchase edamame and serve it in a meal whereas 89% gave this response after only sampling the edamame beans. When responses were compared among cultivars, overall liking for `Green Legend' (6.29; 1 = extremely dislike; 9 = like extremely) was significantly lower than for `Kenko' (6.84); however, neither cultivar was significantly different from `Early Hakucho' (6.62). Participants also rated `Kenko' as having a firmness that was `just about right'. Verbal comments from participants leaving the evaluation site included interest in purchasing edamame and inquiries as to where it could be purchased in the vicinity of the university. Telephone survey participants also expressed a willingness to purchase edamame and serve it in a meal after hearing about the potential health benefits (66%). Based on consumer responses to selected telephone survey questions, three distinct marketing segments were created. Potential purchasers (58% of participants), consisted of consumers who were more likely to consider the importance of the nutritional content of vegetables they purchased (73%), included the greatest percent of consumers who had purchased soy or soy-based products (70%), and were very likely (51%) and somewhat likely (46%) to eat edamame after learning about the health benefits. The second largest segment of participants characterized as unlikely edamame eaters (22% of participants) consisted of individuals who were very likely (20%) and somewhat likely (43%) to purchase vegetables they had never eaten before if evidence suggested that it might decrease the risk of cancer and/or other diseases. However, within this group, none of the participants were either very likely or somewhat likely to eat edamame after being told about the health benefits. The last group, characterized as requires convincing (20% of participants), consisted of individuals who were the least likely to base produce-purchasing decisions on the nutritional content of vegetables. After learning about health benefits specific to edamame, 8% of these participants were very likely and 48% were somewhat likely to eat edamame. Hence, separate marketing strategies may need to be developed to target these distinct segments based on interest in eating edamame, importance of nutritional information, and current vegetable purchasing habits.

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Kathleen M. Kelley, Janine R. Stumpf, James C. Sellmer, and Ricky M. Bates

Consumers were surveyed at the 2004 Philadelphia Flower Show in Philadelphia, Pa. from 8–10 Mar., to quantify their attitudes and behaviors towards invasive plant species and the potential problems associated with purchasing and planting invasives in the landscape. A majority of the 341 participants (81.5%) was aware that non-native exotic plants were used in the landscape and that these plants may be invasive in natural areas. Less than half (40.1%) acknowledged owning plants that were considered invasive, while one-third (33.5%) did not know. Less than half (41.3%) believed that laws should be passed to prevent sale of non-native exotic plants, while 27.8% believed that laws should be passed to allow sale of only native plants in their area. Three distinct consumer segments were identified using cluster analysis: “Invasive savvy,” participants knowledgeable about invasives and interested in alternative species; “Invasive neutral,” participants neutral in their decision to purchasing alternatives to invasive plants and price sensitive in regard to paying more for plants tested for invasiveness; and “Invasive inactive,” participants opposed to purchasing genetically modified plants or those bred to be seedless. Survey results indicated that media sources (e.g., television and newspapers/magazines/books) would be effective for educating consumers about potential problems associated with invasive species in the landscape.

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Carol A. Miles and D. Gayle Alleman

Asian crops can provide growers with a means to diversify crop production and marketing options. However, before expanding into Asian crops, growers should determine consumer expectations regarding a new crop. Existing market criteria for each crop (i.e., maturity, color, size, shape) must be considered for all markets including traditional Asian use as well as for the general North American market. If growers decide to target general consumers in North America, then consumer awareness and acceptance must be addressed in a marketing and promotion program. Extension publications, popular magazines, and newspapers are useful tools in a marketing and promotion program. Crop production information must be available to enable growers to successfully produce Asian crops. Yet, most growers are unlikely to invest heavily in new production equipment and systems until a market has been established for the crop. It is a challenge for university scientists and extension agents to concurrently create supply and demand for new Asian crops. To accomplish this, multidisciplinary teams that include university and community experts should initiate a diversified program of Asian crop production, promotion, and marketing.

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Kathleen M. Kelley, James C. Sellmer, and Rebecca H. Robert

, and revenue. Materials and methods An Internet survey of consumers residing within a 30-mile (48.3-km) radius of Swarthmore, PA, was conducted from 28 May to 8 June 2008 to investigate consumer awareness and interest in attending the programming

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Alba J. Collart, Marco A. Palma, and Charles R. Hall

research has focused on analyzing consumer response with respect to these promotional/educational programs. Selected indicators of consumer awareness (i.e., sales statistics) have been recorded, but no emphasis has been given to consumers' brand awareness

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Kristin L. Getter and Bridget K. Behe

campaigns (New Jerseys’ “Jersey Fresh” campaign) had higher consumer probability to purchase “Jersey Fresh” labeled strawberry ( Fragaria sp.) preserves over generically labeled “local” strawberry preserves ( Onken et al., 2011 ). Furthermore, consumer

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Gregory D. May, Hugh S. Mason, and Charles J. Arntzen

The concept of “Functional Foods” is becoming a commonly used term in discussions of human nutrition. Consumer awareness of natural food constituents and their role in cancer and cardiovascular disease prevention has done much to increase health consciousness with respect to plant products. The Plants and Human Health Program of the Boyce Thompson Institute uses molecular techniques to create transgenic plants with modified food composition; our goal is to devise strategies for production of pharmaceuticals or “nutraceuticals” in plants. Our initial focus has been genes encoding the antigenic proteins of human infectious agents such as hepatitis B and the causal agents of diarrheal disease. Areas of research include; 1) methods to increase production of foreign proteins in transgenic plants, and 2) utilization of engineered edible plant tissues for animal feeding studies. We have found that transgenic foods orally immunize test animals; these findings portend many new and exciting possibilities for plant medicinal chemistry.

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Heather Friedrich, Curt Rom, Jennie Popp, Barbara Bellows, Donn Johnson, Dan Horton, Kirk Pomper, David Lockwood, Steve McArtney, and Geoffrey Zehnder

Southern organic fruit production is limited by a lack of regionally appropriate, scale-neutral, and market-focused research and technology. There has been limited research, outreach, and cooperation among universities on organic fruit crops in the southern region. Organic research and outreach activities, based on producer input, must be focused on the most limiting areas of the organic system in order to allow southern producers to receive the economic and environmental benefits that organic agriculture can provide. With funding from USDA-SARE and USDA-SRIPMC, researchers at the University of Arkansas have collaborated with scientists, extension specialists, growers, and representatives of the organic industry in Arkansas, Georgia, Kentucky, North Carolina, South Carolina, and Tennessee to create a Southern Region Organic Fruit Working Group (SROFWG). The SROFWG conducted in-state focus group meetings through which barriers to production and marketing, and opportunities for organic fruit in the region were identified. Prioritized research and outreach needs that were identified in the focus groups included use and understanding of organic fertilizers and nutrient management; methods, knowledge and awareness of pest disease and weed control including orchard floor management; information on transition to organic; consumer awareness and market development and the economics of organics. The planning activities of the SROFWG support the development and submission of grants for cooperative and collaborative research and outreach programs to sustain and expand organic fruit production in the southern region.