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    Start Over Publication Year 2018 Subject Term data analysis Subject Term surveys

    2. Opinions of landscape roses available for purchase and preferences for the future market

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Waliczek, T.M. (author), Byrne, David (author), and Holeman, Dan (author)
    Format:
    Journal article
    Publication Date:
    2018-12
    Published:
    United States: American Society for Horticultural Science
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D10322
    Journal Title:
    HortTechnology
    Journal Title Details:
    28(6) : 807-814
    Notes:
    8 pages, via online journal, Rose (Rosa ×hybrida) breeders historically have bred plants based on what they personally have deemed attractive and traits required by growers to produce the crop successfully. End-user preferences were not formally considered in breeding decisions. The purpose of this study was to investigate growers’ and consumers’ opinions of roses available on the market and preferences for future roses coming into the market. A web-based survey tool was developed to measure the attributes consumers were considering in purchasing and growing rose plants, their knowledge of diseases and pests, and their hopes for new plants coming to market. A link was sent to horticultural group mailing lists as well as distributed through personal e-mail lists, Facebook, and a news release from Texas A&amp;M University. The survey was posted for 4 months. It included ≈66 questions and took 30 minutes or more to complete. More than 2000 responses were received from rose growers and nursery consumers worldwide. The respondents preferred roses that were disease resistant, with fragrant, abundant, red, and everblooming flowers. The ideal height of the preferred rose shrubs was waist to shoulder-height. Differences were found in preferences between experienced rose growers and those who were not affiliated with rose associations on variables such as the need to use chemicals to manage diseases, the importance of foliage glossiness and large vs. small blooms, the value of roses in the garden setting, the level of difficulty roses pose in growing situations, and the willingness to pay more for a rose shrub in comparison with other garden plants. Differences also were found among age groups and preferences for flower color, fragrance, foliage color, and foliage glossiness. This information could be helpful in targeting marketing of roses.

    4. Understanding Consumer Intent to Buy Local Food: Adding Consumer Past Experience and Moral Obligation Toward Buying Local Blueberries in Florida Within the Theory of Planned Behavior

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Rumble, Joy N. (author), Holt, Jessica (author), Telg, Ricky (author), Lamm, Alexa (author), and University of Florida University of George
    Format:
    Journal article
    Publication Date:
    2018-07-02
    Published:
    United States: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 1 Document Number: D10167
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    102(2)
    Notes:
    16 pages, via online journal, Buying local food has become an increasingly popular way for consumers to engage with those who grow their food; however, research has shown a specific audience tends to buy local food due to individual-specific barriers. To better understand what motivates consumers to buy local food the Theory of Planned Behavior was used as a way to potentially predict consumers’ behavior toward buying locally grown blueberries. Also, the variables of past experience and self-identity/moral obligation toward buying local food were introduced to the model since both variables may increase the predictability of the Theory of Planned Behavior model in certain food-related behaviors. This study used an online survey completed by 1,122 respondents, from a sample frame of all consumers in Florida. The study used a non-probability sample of an opt-in panel, and weighting procedures were applied to the data to account for coverage errors associated with using a non-probability sample. The interaction of consumers’ past experience and self-identity/moral obligation was found to help explain consumers’ intention to buy locally grown blueberries when added to the Theory of Planned Behavior. The Theory of Planned Behavior was shown to predict consumers’ intention to buy locally grown blueberries; however, their intent was better explained with the inclusion of the variables of past experience and self-identity/moral obligation toward buying local blueberries. Recommendations for future research and application include future research into other variables that may impact buying behavior and inclusion of these variables in future communication efforts focused on consumers buying and engaging with local food.