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consumers' purchasing patterns and behavior and those key factors that affect consumers' choice can help retailers increase their sales in market share or price per transaction. Some literature on consumers' preference for service and products related to

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How to sell more flowers is always a concern of the practitioners in the floral market, therefore, understanding the driving forces that influence consumers' choices in regard to the purchases of flowers, such as to buy or not to buy, how much to

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. Some products may have similar attributes depending on use of the purchase ( Girapunthong and Ward, 2003 ). Accordingly, consumers might easily change their choices among different types of cut flowers. The purchasing behavior of consumers is also tied

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freshness ( King, 2007 ). Previous studies that focused on consumers' choices at farmers' markets in other states showed that today's consumers support local farmers' markets because they expect higher quality (for example, freshness and taste) and lower

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size and color, are certainly important since these appearance factors do influence consumer apple choice. Experience characteristics such as sweetness, tartness, crispness, juiciness, etc., are even more important since these experience characteristics

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in the turfgrass industry. Yue et al. (2012) used a choice experiment with real turf products to assess consumers’ willingness to pay (WTP) for low input and aesthetic attributes of turfgrass. They reported that consumers’ preferences and WTP are

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fruits that were sold in supermarkets and loosely packaged, as well as with greater quality and lower price. Loureiro et al. (2001) studied Oregon consumer choices among conventional apples, apples with eco-labels, and organic apples. They found

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a change in respondents’ attention during choice experiments could result in biased outcomes if changes are not properly considered in econometric models. Second, many previous studies focus on consumers, while ignoring how producers assess economic

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literature to understand consumer food choices: General Health Interest (GHI), Craving Sweet Food (CSF), Food Pleasure (FP), and Variety Seeking in Foods (VSF). The GHI scale indicates consumer preferences for attributes related to health ( Roininen et al

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consumers’ cut flower purchases in general (on all occasions) and their willingness to pay (WTP) for cut flower guarantees remains unknown. In this study, choice experiments were used to determine consumers’ preferences for longevity length and presence

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