Consumers' Perceptions and Preferences toward Florida Orange Juice

Heng, Yan; House, Lisa; Yoon, Sungeun

doi:10.32473/edis-fe1110-2021

Cited by 3 publications

(8 citation statements)

References 2 publications

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“…We found that consistency, price, taste, brand, and health/nutritional benefits are the most important factors when purchasing OJ, conforming to previous results from Heng, House, et al (2021). The strong preference for domestic OJ is also in line with other studies that document a growing demand for “local” foods (Arnoult et al, 2007; Costanigro et al, 2011).…”

Section: Discussionsupporting

confidence: 92%

“…This preference is also manifested in the positive WTP for Florida OJ from the mixed logit model. This conforms with Heng, House, et al (2021), who showed a strong preference for Florida OJ, mainly for better taste and quality, and an interest in supporting local farmers. This result is reassuring for the Florida citrus industry, especially given current production issues caused by citrus greening.…”

Section: Discussionsupporting

confidence: 91%

“…Regarding sociodemographic variables, we found that older people have a strong negative WTP for GE, which was expected since older people tend to be more cautious about food choices (Chambers et al, 2008). This supports earlier research that found a higher willingness to purchase biotechnology‐produced foods among younger respondents (Heng, House, et al, 2021; Spendrup et al, 2021). Notably, we found a strong positive influence of political affiliation on WTP for GE, with Democrats exhibiting higher WTP.…”

Section: Discussionsupporting

confidence: 90%

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Investigating consumer stated preferences for orange juice: The influence of behavioral traits

Orivri,

Kassas,

Lai

et al. 2023

J of Agr & App Econ Assoc

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This study aims to investigate consumer acceptance of gene‐edited orange juice, focusing on the influence of behavioral traits. Specifically, we conducted an online survey of US orange juice consumers, using a choice experiment to elicit consumers' preferences for gene editing (GE) versus gene modification (GM) in orange juice. We find that consumers require a significantly larger discount for GM than for GE, and this preference for GE is influenced by multiple behavioral traits. We used a latent cla4ss approach to further analyze choice behavior among consumer segments. Findings indicate significant heterogeneity in preferences across consumer segments, which can be explained by behavioral traits and individual‐specific characteristics.

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Section: Discussionsupporting

confidence: 92%

Section: Discussionsupporting

confidence: 91%

Section: Discussionsupporting

confidence: 90%

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Investigating consumer stated preferences for orange juice: The influence of behavioral traits

Orivri,

Kassas,

Lai

et al. 2023

J of Agr & App Econ Assoc

Self Cite

View full text Add to dashboard Cite

show abstract

“…Although consumers have stated their preference for orange juice from Florida, and many believe that their currently purchased orange juice is from Florida (Heng, House, and Yoon, 2021), it remains a question whether orange juice consumers are willing to pay more for orange juice labeled "Florida." Therefore, this study aims to answer the question with four objectives: (1) identify the proportion of consumers who perceive Florida orange juice as superior to other orange juice; (2) explore demand drivers behind orange juice and orange juice labeled "Florida," (3) investigate consumer willingness-to-pay (WTP) a premium for Florida orange juice; and (4) identify individual characteristics affecting for different levels of Florida oranges.…”

Section: Introductionmentioning

confidence: 99%

Not All Juices are the Same: The Superior Perception of and Preference for Florida Orange Juice

Heng

Yoon²,

House³

et al. 2022

J. Agric. Appl. Econ.

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The Florida orange juice industry has experienced great challenges—declining orange juice consumption and a domestic supply shortage that has led to increasing imports over the past decade. As growers look for a foothold, the question remains whether it is better to continue promoting orange juice (OJ) sales by focusing on the Florida “brand” or whether orange juice, in general, should be promoted using a federal marketing program. This study aims to identify the value of promoting “Florida” on OJ products to help the industry understand the potential benefits of enhancing the image of “Florida” in consumers’ perceptions of OJ.

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“…Konsumen menilai suatu produk melalui atribut-atribut tersebut. Pada akhirnya, konsumen akan mengambil keputusan pembelian berdasarkan preferensinya terhadap suatu produk tertentu (Heng, House, & Yoon, 2021).…”

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Karakteristik dan Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Buah Jeruk Lokal dan Impor di Denpasar Bali

Vipriyanti,

Arnawa,

Anul

2023

JIA (J. Ilm. Agribisnis)

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Recently, imported oranges have dominated Bali's local market, leading to low demand for local oranges because both oranges have different tastes, colors, and sizes. Research about the demand rate of local oranges in traditional markets is abundant. However, analysis that compares local and imported oranges' characteristics and supermarket consumer preferences is still lacking. This study aimed to determine (1) consumer preferences for the attributes of local and imported oranges in supermarkets in Denpasar City and (2) Factors that affected consumer decisions in buying local and imported oranges. The location of this study was determined purposively at four modern markets in Denpasar City with 100 respondents. The results showed that (1) Most consumers of oranges (68 percent) in the contemporary market are women, with 79 percent preferring to buy local oranges and only 21 percent preferring to buy imported oranges. In contrast, male consumers prefer imported oranges (69 percent), and only 31 percent prefer local oranges. This illustrates that female consumers tend to buy household needs and play a more significant role in making purchasing decisions for daily needs, including the demand for fruit. Consumers who bought oranges fruits were dominated by women, with a majority of the productive age range between 20 and 30 years (38%). Cumulative preference showed that local oranges were in the strongly like category. At the same time, imported oranges were in the neutral type only. (2) The attributes of local orange and imported oranges, such as taste, color, and texture, significantly influence consumer decisions in buying local and imported oranges. This study only emphasizes five attributes of orange without considering household income, ethnicity, and culture inside the model.

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Consumers' Perceptions and Preferences toward Florida Orange Juice

Cited by 3 publications

References 2 publications

Investigating consumer stated preferences for orange juice: The influence of behavioral traits

Investigating consumer stated preferences for orange juice: The influence of behavioral traits

Not All Juices are the Same: The Superior Perception of and Preference for Florida Orange Juice

Karakteristik dan Faktor-Faktor yang Mempengaruhi Keputusan Konsumen dalam Pembelian Buah Jeruk Lokal dan Impor di Denpasar Bali

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