Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times
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 Cov...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2021-12-01
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| Series: | Horticulturae |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2311-7524/7/12/575 |
| _version_ | 1827672229368823808 |
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| author | Meike Rombach David L. Dean Tim Baird |
| author_facet | Meike Rombach David L. Dean Tim Baird |
| author_sort | Meike Rombach |
| collection | DOAJ |
| description | 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 impact of COVID-19 are the most important drivers of preferences for growing over buying in Covidian times. The impact of COVID-19 had no relevance for the pre-Covidian times. For both scenarios, only age and gender as socio-demographic factors were found to influence subjective knowledge and the perceived impact of COVID-19. Other sociodemographic factors were not found to have any impact. |
| first_indexed | 2024-03-10T03:59:40Z |
| format | Article |
| id | doaj.art-9632d0b97a0249e29b5e8e580d153044 |
| institution | Directory Open Access Journal |
| issn | 2311-7524 |
| language | English |
| last_indexed | 2024-03-10T03:59:40Z |
| publishDate | 2021-12-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Horticulturae |
| spelling | doaj.art-9632d0b97a0249e29b5e8e580d1530442023-11-23T08:38:28ZengMDPI AGHorticulturae2311-75242021-12-0171257510.3390/horticulturae7120575Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian TimesMeike Rombach0David L. Dean1Tim Baird2Department of Land Management and Systems, Lincoln University, Lincoln 7647, New ZealandDepartment of Agribusiness and Markets, Lincoln University, Lincoln 7647, New ZealandDepartment of Agribusiness and Markets, Lincoln University, Lincoln 7647, New ZealandThis 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 impact of COVID-19 are the most important drivers of preferences for growing over buying in Covidian times. The impact of COVID-19 had no relevance for the pre-Covidian times. For both scenarios, only age and gender as socio-demographic factors were found to influence subjective knowledge and the perceived impact of COVID-19. Other sociodemographic factors were not found to have any impact.https://www.mdpi.com/2311-7524/7/12/575COVID-19fruitgardeningknowledgeUS consumers |
| spellingShingle | Meike Rombach David L. Dean Tim Baird Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times Horticulturae COVID-19 fruit gardening knowledge US consumers |
| title | Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times |
| title_full | Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times |
| title_fullStr | Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times |
| title_full_unstemmed | Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times |
| title_short | Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times |
| title_sort | exploring key factors determining us consumer preferences for growing over buying fruit in pre covidian and covidian times |
| topic | COVID-19 fruit gardening knowledge US consumers |
| url | https://www.mdpi.com/2311-7524/7/12/575 |
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