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

use water. If consumer attitudes and behaviors severely reduce or eliminate landscape water use, it will have a widespread and detrimental effect on the Green Industry. The current climate is ideal to discover the role of consumer attitudes and

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Robin G. Brumfield, Adesoji O. Adelaja, and Kimberly Lininger

Face-to-face interviews of produce customers at Kings Super Markets in New Jersey yielded data on consumers' tastes and preferences, quantities purchased, and prices paid for fresh tomatoes (Lycopersicon esculentum Mill.). Purchase behavior indicated that during the local season, consumers preferred tomatoes grown in New Jersey to tomatoes from other origins. Data were fitted to demand equations to determine the factors affecting demand for fresh tomatoes. Tomato origin significantly influenced consumer purchases. Consumer perceptions of product characteristics such as color, freshness nutrition, and appearance do not appear to significantly influence tomato purchase patterns. However, prices of the) tomatoes or substitutes and income were important determinants of quantity purchased of both New Jersey grown and other tomatoes. New Jersey grown tomatoes were generally perceived to be of superior quality.

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Li-Chun Huang

Product behavior represents how consumers perceive and use a product. Its importance in predicting consumer buying behavior is well documented in marketing research. There are, however, no data available investigating the role of product behavior in the floral market. This study addressed this deficiency. Data were first analyzed using factor analysis to extract the principal determinants of product behavior in the floral market. As a result, six primary behavioral factors were identified and named as: “using flowers as daily essentials,” “perceived product value,” “negative attitude toward flowers,” “using flowers as gifts,” “eventbased usage,” and “experience in receiving flowers.” The effects of these extracted behavioral factors on consumer flower purchase frequency were then further investigated with multinomial logistic regression analysis. Analytical results revealed that behaviors “using flowers as daily essentials” and “using flowers as gifts” forced consumers to become heavy users in the floral market. Conversely, “negative attitude toward flowers” negatively affected the floral purchase frequency. Experimental results in this study also suggest that promoting a positive attitude toward flowers is essential in encouraging consumers to become flower users. The intended use of flower product purchase, whether for personal use or as gifts, was the main factor affecting the frequent purchasing of flowers.

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Leonardo Lombardini, Tina M. Waliczek, and Jayne M. Zajicek

this increase is a cause of concern within the industry. More research is needed to more accurately determine the impact of price on consumers' purchasing behavior. The reasons given by respondents of this study for eating pecans were slightly different

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Susan D. Day, Paula Diane Relf, and Marc T. Aveni

A multi-faceted extension education program to reduce consumer contributions to nonpoint source pollution by encouraging proper landscape management was initiated in Prince William County, Va., and funded through the USDA-extension service. The program now is being replicated in several counties in Virginia, primarily in the Chesapeake Bay watershed. The program recruits participants through educational field days, advertisement and other means. Educational techniques include one-on-one assistance from Master Gardener volunteers and the use of Extension publications developed for this program. Publications developed include The Virginia Gardener Easy Reference to Sustainable Landscape Management and Water Quality Protection—a concise reference of Virginia Cooperative Extension landscaping recommendations that includes a calendar for recording fertilizer and pesticide applications, IPM, and other maintenance activities. The Virginia Gardener Guide to Water-wise Landscaping, was recently added to supplement the program in the area of water conservation. In Prince William County, over 700 people have participated. Most of those who complete the program report being more satisfied with their lawn appearance and spending less money. Participation also resulted in consumers being more likely to seek soil test information before applying fertilizer. Other effects include greater participation in leaf composting and grass clipping recycling and greater awareness of nonpoint source pollution.

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Li-Chun Huang

The concept of market segmentation in the floral market has become widely accepted, and a substantial body of research has investigated the characteristics of consumer behavior in several different segments of the market. Robertson and Hahn (1978

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Bridget K. Behe, Benjamin Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, and Chengyan Yue

Consumers are not all alike, often having different attitudes and preferences. Their behavior also differs with regard to purchase and use of products ( Kotler and Armstrong, 2004 ). Groups of like-minded or similarly behaving consumers create

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Alicia Rihn and Hayk Khachatryan

consumer behavior toward pollinator insects or their interactions with neonic insecticides. Neonic insecticides are of particular interest due to controversial research findings and negative publicity ( US-EPA, 2013 ). Neonics provide systemic protection to

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Chengyan Yue, Terry Hurley, and Neil O. Anderson

perspective, labeling invasive plants could potentially change the behavior of some consumers, but there still exists a significantly large market share (50%) that might not be affected by the native/invasive labeling. Other policies need to be investigated to

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Tzu-Fang Yeh and Li-Chun Huang

Consumption value is particularly important due to its ability in helping explore why consumers choose a particular product in their purchase decision. Such capability provides marketers with a diagnostic value for the analysis of consumer behavior