Exploring key factors determining US consumer preferences for growing over buying fruit in pre-Covidian and Covidian times
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Date
2021-12
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Journal Article
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ANZSRC::350601 Consumer behaviour, ANZSRC::350602 Consumer-oriented product or service development, ANZSRC::350606 Marketing research methodology, ANZSRC::300606 Food sustainability, ANZSRC::300899 Horticultural production not elsewhere classified, ANZSRC::30 Agricultural, veterinary and food sciences
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 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.
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© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
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