2021
DOI: 10.3390/horticulturae7120575
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Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times

Abstract: This study provides insights for managers in the food retail sector, the horticultural industry, actors involved in community gardening and farmers’ markets. It proposes a model that investigates key factors determining US consumer preferences for growing fruit over buying it in pre-Covidian and Covidian times. For this purpose, an online survey with a sample of 383 US residents was conducted. Partial least squares structural equation modelling shows that subjective knowledge about fruit and the perceived impa… Show more

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Cited by 3 publications
(8 citation statements)
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“…The attitudinal questions focusing on US apple growers featured statements concerning horticultural traditions, grower contributions and the social impact of horticultural production. The focus on horticultural growers is based on the assumption that, from a consumer’s perspective, growers are seen to be in charge of the product and the production processes; they are also viewed as managing the use of land under their stewardship and resources as well [ 25 ]. Favorable or unfavorable attitudes are likely to influence the decision whether consumers buy or grow [ 25 ].…”
Section: Methodsmentioning
confidence: 99%
See 4 more Smart Citations
“…The attitudinal questions focusing on US apple growers featured statements concerning horticultural traditions, grower contributions and the social impact of horticultural production. The focus on horticultural growers is based on the assumption that, from a consumer’s perspective, growers are seen to be in charge of the product and the production processes; they are also viewed as managing the use of land under their stewardship and resources as well [ 25 ]. Favorable or unfavorable attitudes are likely to influence the decision whether consumers buy or grow [ 25 ].…”
Section: Methodsmentioning
confidence: 99%
“…The focus on horticultural growers is based on the assumption that, from a consumer’s perspective, growers are seen to be in charge of the product and the production processes; they are also viewed as managing the use of land under their stewardship and resources as well [ 25 ]. Favorable or unfavorable attitudes are likely to influence the decision whether consumers buy or grow [ 25 ]. The questions addressing COVID-19 focused on culture, society, fairness, instability and control, which are common topics in the recent literature within this research domain [ 1 , 2 , 3 , 15 ].…”
Section: Methodsmentioning
confidence: 99%
See 3 more Smart Citations