ASHS 2024 Conference

Consumer Shopping Destination Preferences For Outdoor Garden Plants In The United States - Vivek Bist
Producer Awareness and Treatment of Ambrosia Beetle: Evidence from a Producer Survey - Ben Campbell
Consumer Awareness, Treatment Perception, and Purchasing Response to Flathead Borer - Ben Campbell
Market Research to Reinvigorate the Processed Vegetable Industry using Consumer Sensory Evaluations - Ann Colonna
Perceptions and Climate Change Adaptation Behavior Among New Mexico's Specialty Crops Growers - Sawssan Boufous
Consumer Preferences for Commercially Available Poinsettia Cultivars in South Mississippi - Patricia Knight
Understanding the Characteristics of Ethnic Markets and Help Small Growers to Find Niche - ChyiLyi Liang
Consumers' WTP on Sustainability Turfgrass Attributes with Consideration of Aesthetic Attributes and Water Conservation Policies - Chanjin Chung

Outdoor garden plants are integral products in the nursery and garden stores industry in the United States. Industry reports indicate that home improvement centers and big-box stores pose a significant threat to small garden centers, nursery stores, and ornamental farmers through price competition while small local ornamental businesses tend to focus on personalized products and services to compete with chain retail stores. Identifying the key characteristics of consumer clusters that influence consumer shopping destination preferences can be useful for industry players to devise efficient marketing plans for their niche markets. This study employs cluster analysis techniques and multinomial logistic regression on the cross-sectional data collected from an online survey of 609 consumers to estimate the influence of consumer economic and socio-demographic characteristics on their shopping destination choices. The results from this study indicate that retail consumers of outdoor garden plants can be categorized broadly into four clusters: home improvement center shoppers (47.4%), big-box center shoppers (13.5%), local garden center shoppers (21.2%), and farmers’ market shoppers (17.9%). This study also finds that age, ethnicity, education, household income, number of children in the household, urbanicity, housing arrangements, and political inclination are useful predictors of shopping destination preferences for outdoor garden plants. This study adds valuable information to the market research literature for the retail ornamental horticulture industry.

Ambrosia beetles are creating a larger negative impact on tree crops throughout the U.S. As such, research is on-going to better understand ambrosia beetles and the impact of varying treatment methods. However, little is known about awareness and the treatments currently being utilized by producers throughout the U.S. This research takes an in-depth look at producer awareness, treatments utilized pre- and post-ambrosia beetle infestation, and expenditures associated with treating ambrosia beetles. Utilizing a survey of producers throughout the U.S., most producers were aware of ambrosia beetles; however, treatments to control ambrosia beetles varied considerably. Interestingly, many producers chose not to treat, which implies many producers currently do not see a positive benefit/cost to treat. A reason for lack of treatment could be the lack of consistency of ambrosia beetle infestations as many producers indicated ambrosia beetles were not a problem each year. Further, this research does provide stakeholders with information on what treatment methods are preferred and means to increase information dissemination about new ambrosia beetle treatments.

Flathead borers cause extensive damage for specialty crop producers throughout the U.S. As specialty crop producers attempt to mitigate damage, various treatments are being utilized. Furthermore, flathead borers cause damage in landscapes. To this end, this research examines the impact of consumer awareness and perception of flathead borer, consumer views on potential treatments in their landscape and in specialty crop production systems, and how the purchasing decision for a tree, bush, etc. might change given different probabilities of the tree, bush, etc. being impacted by flathead borer. An online survey on a representative sample of U.S. consumers conducted in 2024 found that there is little consumer awareness of flathead borer, but consumer’s recognized damage when shown pictures of what damage looked like. However, consumers had definitive opinions about flathead borer treatments, notably negative opinions about chemical treatments, though this view was heterogenous in nature. Finally, purchase decisions were impacted by the probability of a tree, bush, etc. being impacted, such that consumers were more accepting of a higher probability for minor damage, but a low probability of major damage would decrease the probability of purchase. From this research, stakeholders and researchers get a better understanding of which treatments may have a negative purchasing impact.

In an effort to understand perceived quality and purchase interest in processed frozen vegetables vs. their fresh counterparts, consumer sensory evaluations were conducted with Oregon consumers (n=108, 68% female, aged 18 and over). Consumers were served blind coded samples to investigate consumer preference for fresh vs. frozen select processed vegetables in appearance, aroma, color, overall liking, flavor, and texture. Utilizing hedonic scales and just-about-right methodology, consumers both rated their liking for each and assessed the ideal sweetness, texture, and moisture content. Additionally, the survey was used to probe the best strategies for increasing consumer awareness and marketability of processed vegetables and to understand consumer purchasing behavior and motivation when it relates to buying processed vegetables. Consumers also responded to questions about quality, purchase intent and ideal packaging size for processed vegetables. Consumer perception of frozen processed broccoli, while not as high as fresh, was positive. When asked about the characteristics of produce that most influence their purchasing decisions, quality and freshness were the two most important considerations to these consumers. Seventy-five percent responded either yes or depends on the price when probed about their interest in a frozen vegetable and fruit consumer supported agriculture (CSA) model. Consumers were also asked which reasons would most convince them to join a frozen vegetable and fruit CSA. The most frequently chosen options were 1) to support the livelihoods of growers and their communities, 2) frozen produce reduces waste and 3) frozen produce tastes fresher than off season produce. These ideas could be leveraged to encourage consumers to support the purchase of processed frozen vegetables as well as support a subscription service to high quality frozen produce.

Every year, climate change causes $73 million in loss to New Mexico’s agriculture (Niemi, 2009), and despite the numerous incentivizing conservation programs, the state remains one with the lowest adoption rates in the nation (Wade et al., 2015). Thus, understanding specialty crop growers’ perceptions of climate change is a crucial element to develop mitigation strategies that will ensure resiliency of the state’s agriculture. Thus, in this study, we use survey data of 300 farmers from New Mexico to: (a) determine how they perceive climate change; (b) assess their awareness of incentivizing conservation programs; and (c) elicit their willingness and how they would adapt their daily behavior (e.g. recycling, waste management), and agricultural practices (e.g. reduced tillage, cover crops, nitrogen management) to climate change. Three main hypotheses are tested in this study: (H1): Climate change perceptions are equally influenced by demographic characteristics and peer-counseling; (H2): Farmers lack literacy regarding climate change incentivizing programs. And, (H3): Farmers who perceive climate change are more likely to adapt. Descriptive statistics are used to test (H1), while for H2 and H3, a sample selection model is needed to study adaptation willingness among climate change believers. The study uses Heckprobit models to address sample selection bias that may occur if the “don’t believe” respondents were excluded from the estimation. We estimate two models, one for the daily behavior adaptation, and one for agricultural activity adaptation. Two equations per model are then, estimated where both dependent variables are dichotomous: (y_1i), the selection equation that evaluates the probability that grower i believes in climate change, taking the value of one when it’s the case, and takes the value of zero if otherwise. (y_2i), the probit equation that elicits grower i’s willingness to adapt, equals one when the grower is willing to adapt, and zero otherwise. We consider attitudes toward sustainability, land attachment, familiarity with conservation programs, information means (how the grower informs himself on conservation practices), and demographics, as factors for the equations. All estimations will be carried out by the likelihood method using STATA. We expect that growers who perceive climate change will be more likely to change their behavior as well as adopting conservation practices to accommodate climate change. Understanding conservation practices adoption preferences in the state, will help improving the design of adaptation policies to better fit climatic conditions and growers’ needs.

Mississippi State University’s South Mississippi Branch Experiment Station began hosting a Poinsettia Open House in 2021. The goal of this event was to provide retail consumers and commercial producers with up-to-date information about poinsettias currently available for production. The first two events were single day events in early December (December 2, 2021 and December 1, 2022). Due to the success of the first two events, a decision was made to expand the event to two days in 2023 (December 1-2, 2023) and include educational presentations. Photography backdrops with poinsettia enhancements have been provided each year for anyone wishing to use them for Christmas card photos or to simply commemorate their visit. Attendees were given the opportunity to participate in several surveys at each open house. Participants completing a survey were allowed to choose and take home a poinsettia. Attendees were allowed to walk through the production greenhouse, view the poinsettia cultivars, and record their personal favorites. Participants viewed 35, 52, and 40 poinsettia cultivars in 2021, 2022, and 2023, respectively. In 2021, attendees identified Ice Punch, Orange Glow, Premium Ice Crystal, Superba New Glitter, and Autumn Leaves as their top five favorites. In 2022, attendees identified Superba New Glitter, Ice Punch, Norwin Orange, Prestige Maroon, and Grande Italia as their top five. In 2023, attendees identified J’Adore Soft Pink, Premium Picasso, Christmas Feelings Merlot, Christmas Spirit, and Tapestry as their top five.

Many small and socially disadvantaged producers grow fruit and vegetables. These farmers start small to satisfy family needs and support a preferred lifestyle. However, many small and socially disadvantaged farmers aim to be economically sustainable and want to create a feasible operation rooted in their communities. Since 2016, we have gathered information from over 3,000 small and socially disadvantaged farmers in the Southeastern region of the US who seek opportunities to improve wealth and health for individuals and communities. Information includes types of operations, family compositions, and needs of training and assistance. In particular, many of these farmers went through a series of experiential training programs to grow medicinal crops originated in Asia. These specialty fruit and vegetables are not familiar to most of the local farmers, and these specialty fruit and vegetables have high potential to serve as medicinal crops based on scientific studies. This presentation will introduce the components in this series of training linking production to market, financial assessment, risk evaluation, and niche opportunities to improve long-term health outcomes. The presentation will focus on connections and characteristics of ethnic markets, where most of these specialty fruit and vegetables are sold to diverse populations, from cultural and health perspectives. Market prices, consumer behaviors, and communication strategies will also be shared as examples to support small and socially disadvantaged farmers in breaking the barriers to access the ethnic market. Since 2016, this training program has assisted more than 1,000 producers to grow Asian medicinal crops, and successfully engaged in market activities serving diverse customers across the US.

This study estimates consumers’ willingness to pay (WTP) for sustainability turfgrass attributes such as low-input and stress-tolerance attributes, while considering potential trade-off relationships between aesthetic attributes and sustainability attributes. To address our objectives, our study conducts a choice experiment and estimates two mixed logit models. The first model includes low-input, winter kill, and shade-tolerance attributes as predictor variables, and the second model extends the first model by adding interaction terms between aesthetic and sustainability attributes. Another choice experiment is conducted under water policies with various water rate increase and watering restriction scenarios. Results from the mixed logit models show that overall, higher low-input cost reduction, less winter-damaged, and more shade-tolerance grasses are preferred, the direct effect of aesthetic attributes on consumers’ preference is strong, but the indirect effect represented by the interaction terms are generally statistically insignificant. Our results indicate that consumers like to have a pretty lawn, but no strong consideration is given to the aesthetics of their lawn when selecting low-input and stress-tolerance turfgrasses. Our choice experiment under water policy scenarios suggests that water pricing is more effective than watering restriction in increasing consumer demand for water-conserving turfgrasses. Our findings provide useful implications for future research in turfgrass breeding and evaluation of consumer preference for turfgrass. Many researchers have discussed potential degradation of aesthetic characteristics when developing input-saving turfgrass varieties. However, to the best of our knowledge, no earlier studies have investigated the effect of aesthetic deterioration caused by enhanced low-input and stress-tolerance attributed on consumers’ valuation of turfgrasses. Our findings suggest that aesthetic attributes need to be considered when conducting choice experiments for the valuation of the enhanced grasses, but limiting trade-offs may not be as important as enhancing low-input/stress-tolerance attributes when developing future turfgrasses. Another contribution might be the water policy outcomes from our choice experiment. Our experiment finds that the water pricing is more effective than the watering restriction in increasing consumer demand for water-conserving grasses, which could help develop better water policies in the future.

The business environment in the horticultural industry is evolving and consumer preferences for value-added products are shaping market trends. With an increasing emphasis on health, sustainability, and convenience, consumers are seeking horticultural products that offer added value and benefits. This shift in consumer preferences presents both challenges and opportunities for horticultural businesses. Understanding these evolving consumer demands is crucial for horticulture businesses to develop innovative products and marketing strategies that resonate with their target audience.

The session aims to explore consumer behavior and preferences for value-added horticultural products, providing attendees with valuable insights to inform strategic decision-making and drive business growth in the competitive market. Presentations will explore the specific information consumers seek on wine packages and labels, and the influence of state marketing programs on consumer preferences for tomato transplants. Additionally, the session will explore the return on investment of social media marketing for US green industry firms, consumer preferences and willingness to pay for Florida-grown fresh blueberries, strategies for expanding marketing potential to appeal to all horticulture consumers, and the influence of demographics on the perception of flatheaded borer damage on ornamental plants. Through these diverse presentations, attendees will gain insights into key factors shaping consumer behavior, industry dynamics, and marketing strategies in the horticulture sector.

Coordinator(s)

• Alicia L Rihn, University of Tennessee, Knoxville, United States
• Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States
• Chengyan Yue, University of Minnesota-Twin Cities (Minneapolis, MN), St. Paul, Minnesota, United States

Moderator(s)

• Alicia L Rihn, University of Tennessee, Knoxville, United States
• Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States

Speaker/Participant(s)

• Alicia L Rihn, University of Tennessee, Knoxville, United States
  Do State Marketing Programs Impact Consumer Preferences for Tomato Transplants? (15 mins)
• Ariana P Torres, Purdue University, United States
  The Return of Investment of Social Media Marketing: A Case of U.S. Green Industry Firms (15 mins)
• Chengyan Yue, University of Minnesota-Twin Cities (Minneapolis, MN), St. Paul, Minnesota, United States
  What Information Consumers Are Looking for On Wine Packages and Labels? (15 mins)
• Hayk Khachatryan, University of Florida, United States
  Analyzing Consumer Preferences and Willingness to Pay for Florida-Grown Fresh Blueberries (15 mins)
• Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States
  Expanding Marketing Potential to Appeal to All Horticulture Consumers (15 mins)
• Ben Campbell, University of Georgia, United States
  Demographic Influences on the Perception of Flatheaded Borer Damage on Ornamental Crops (15 mins)
  Summary: Mounata Dahal, Tate Norman, Ben Campbell, and Alicia Rihn

Identifying the Ideal Combination of Strawberry Variety and Climate Control for Greenhouse Cultivation in Michigan -Amanda Jessica Da Silva
Economic impact of Winter Injuries on Golf Courses in North America - Chengyan Yue
Producing Sweet Potatoes to Manage Farm Income Risk in North Carolina - Godfrey Ejimakor

Strawberries are among the most popular fruits consumed in Michigan. However, Michigan's climate conditions hinder local production on a commercial scale. Outside of the summer period, production is only viable through controlled environment cultivation. Consequently, local demand relies on shipments from other U.S. producing regions, such as California and Florida, or imports mainly from Mexico. Given the delicate nature of this fruit, the long-distance supply chain can compromise the quality of the fruit, leading to substantial losses at retail and consumer levels. These factors drive the need to identify strategies to extend strawberries production season and empower a resilient regionalized supply chain. Our study aimed to optimize economic returns of greenhouse strawberry growers in Michigan using a bioeconomic modeling approach. Three strawberry varieties, namely Albion, Cabrillo, and Monterey, were grown in a greenhouse utilizing five different temperature treatments. The temperature treatments employed during the day and night cycles were set as 15/7° C, 10/18° C, 21/13° C, 24/16° C, and 27/19° C, respectively. Data was collected on productivity per plant and transplanted into a commercial grower scenario. The spatial-temporal bioeconomic model simulated the implementation of 15 hypothetical greenhouses, each covering an area of 1,000 m2, to accommodate one variety and one treatment at the time. Using a partial budget analysis, the research identified profitability capacity for greenhouse strawberry cultivation. From a costing perspective, the model considered the most important operating costs, including energy consumption by supplemental lighting and heating systems, labor requirements, materials (runners, fertigation, etc.), and growing space requirements. As for revenue, the model estimated potential revenues based on production capacity and market prices. By integrating these factors, the model provided estimates of the impacts of different combinations of strawberry varieties and treatment on fruit production. All three varieties had lower productive performance in the 15/7° C treatment, with Albion and Monterey only producing strawberries in weeks 8 and 9. The 24/16° C treatment showed the best productivity for all varieties, with Monterey achieving best economic results, followed by Cabrillo and lastly, Albion.

Golf courses in the northern regions of the United States and Canada experience occasional damage from winter stresses. This damage can sometimes be very severe, resulting in substantial financial impacts. Winter damage to turfgrass surfaces affects golf course finances in three primary ways: pre-winter maintenance costs, post-winter repair expenses, and revenue losses due to delayed openings. In 2022, a survey was conducted among golf course superintendents in the northern USA. and Canada. This survey collected data on the causes of winter injuries, the extent of damage across the golf course and various management practices employed. Preliminary results have shown that on average the annual costs incurred for preventing winter injuries were between $12,291 and $13,790 and the additional costs resulting from winter injuries ranged from $7,452 to $8,951 per golf course.

The resilience of farmers and farm families are often threatened by the risk associated with farm income. One of the sources of farm income risk is the volatility or variability in crop yields. Climate change or crisis could amplify this risk thereby making farmers, their families and communities less resilient. One of the ways that farmers could manage farm income risk is to diversify their operations by adding crop enterprises. Enterprise diversification works best as an income risk management strategy if the returns from the crop that is being added is negatively correlated with the returns from the other crops. Understanding how the income from some crops or enterprises correlate with those other crops is a vital tool in using diversification as a risk management tool. We assess the suitability of producing sweet potatoes as a way to manage farm income risk through enterprise diversification. We identify major crops that are produced in North Carolina to include cotton, hay, peanuts, soybeans, flue cured tobacco, wheat, squash, strawberries, tomatoes and sweet potatoes. We then derive the annual revenues per acre for each crop as the product of the per acre yield and price per unit for each of the last 15 years. The correlation coefficients between the revenues per acre between sweet potatoes and each of the other crops are estimated. The correlation coefficients between sweet potatoes and the other crops range from -0.002 for squash, and 0.79 for hay. After squash, the next lowest correlation coefficient is between sweet potatoes and snap beans at 0.29 while that with peanuts is 0.47. These results indicate that farm operations in North Carolina that include sweet potatoes and squash could reduce farm revenue risk without substantially reducing the level of revenue.