Consumer behavior with respect to purchase regularity, satisfaction, origin, and willingness to pay for selected local versus non-Tennessee grown fresh produce is examined. Except for origin, consumer behavior with respect to the above is affected by income, household size and age distribution, race, age of respondent, college education, and occupation. The pattern of significant variables changed by commodity. Tomatoes, followed by peaches, had the greatest local market potential. Local promotion of other products may be more difficult. Results suggested consumers have no strong preferences for or against locally grown fresh produce. The prices of locally grown commodities in Knoxville should be less than or equal to those of comparable quality non-Tennessee commodities.

A characteristics model, which assumes goods generate a common set of attributes but no unique attribute, is described. The model yielded two equations which were estimated. One was a set of hedonic price equations in which the price paid for each food purchased was a function of imputed attribute prices. This set of equations was estimated at the household level. Nutrient demand equations were estimated across households. Imputed prices, income, and household characteristics including location, size, education, age distribution, and race affected nutrient demand levels.

Little consumer research is available to help landscape design and installation businesses develop service marketing strategies. We investigated the effect of three components of a landscape design on the perceived value of a home. This information would be useful in marketing lawn and landscape services to prospective clients. Our objective was to provide a consumer perspective on the value of the components in a ‘good’ landscape and determine which attributes of a landscape consumers valued most. Using conjoint design, 1323 volunteer participants in seven states viewed 16 photographs that depicted the front of a landscaped residence. Landscapes were constructed using various levels of three attributes: plant material type, design sophistication, and plant size. Results showed that the relative importance increased from plant material type to plant size to design sophistication. Across all seven markets, study participants perceived that home value increased from 5% to 11% for homes with a good landscape.