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Exploring key factors determining US consumer preferences for growing over buying fruit in pre-Covidian and Covidian times
Exploring key factors determining US consumer preferences for growing over buying fruit in pre-Covidian and Covidian times
Rombach, Meike Dean, David Baird, Tim
Rombach, Meike
Dean, David
Baird, Tim
Date
2021-12
Type
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
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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