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    43. Food marketing in an electronic age: implications for agricultural products

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Kinsey, Jean (author) and Senauer, Ben (author)
    Format:
    Research report
    Publication Date:
    1996-06
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 109 Document Number: C10336
    Journal Title Details:
    Working Paper 96-02, 16 pages
    Notes:
    Working paper of the Retail Food Industry Center

    45. Implications of electronic trading for the structure of agricultural markets

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Sporleder, T.L. (author / Texas A&M University, Dept. of Agricultural Economics) and Texas A&M University, Dept. of Agricultural Economics
    Format:
    Journal article
    Publication Date:
    1984
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 52 Document Number: C00579
    Journal Title:
    American Journal of Agricultural Economics
    Journal Title Details:
    66(5): 859-863
    Notes:
    Phase 2

    46. Is it for generation me? A qualitative study exploring marketing and selling plants online to millennial-aged consumers

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    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Baker, M. Lauri (author), Tully, M. Kelsey (author), and Sumners, R. Deanna (author)
    Format:
    Journal article
    Language:
    Englsih
    Publication Date:
    2020-05-13
    Published:
    USA: New Prairie Press
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 201 Document Number: D11784
    Journal Title:
    Journal of Applied Communications
    Journal Title Details:
    Iss.2, Vol. 104
    Notes:
    14 pages., via online journal, As online selling of products like living plants increases, it is increasingly important to understand how millennial-aged consumers perceive the purchasing experience. New-media technologies like social media, e-newsletters, and other forms of digital communication are easily adopted by millennial-aged consumers. One of these tools, 360-degree video, offers novel ways to preview products offered online and look inside local brick-and-mortar stores, which can be visited in person. Sales of horticultural goods online have been slow to be developed by industry veterans, creating ample opportunities available to new ventures. This qualitative study used a series of three focus groups to answer the research questions of RQ1: What challenges exist for garden centers attracting millennials? RQ2: What are millennials preferences for purchasing live plants online? RQ3: What aspects of digital online marketing influence millennials to make decisions? RQ4: What are millennials preferences for 360-degree video? Results of this study indicate 360-degree video is not the preferred avenue for marketing plants online to millennials, however, high-quality photos and video with educational content and the use of social media could be effective.