Progress 10/01/08 to 10/01/13
Outputs
Target Audience: The target audience for this project included Florida agriculture producers and processors, specifically the citrus, blueberry, and seafood industries. In addition, academic audiences in agricultural economics and related fields are included. Changes/Problems:
Nothing Reported
What opportunities for training and professional development has the project provided? Graduate students and post-doctoral associates have been involved in all stages of this research. How have the results been disseminated to communities of interest? Presentations have been given both at professional meetings and meetings with producers, other agency members, and interested parties. Publications have been placed in academic journals. What do you plan to do during the next reporting period to accomplish the goals?
Nothing Reported
Impacts
What was accomplished under these goals?
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments, as well as identify other market segments for future research. Research focusing on children's consumption of seafood resulted in the preparation of a brochure distributed targeting parents and providing information and recipes to increase seafood consumption. The research on consumer perceptions of citrus is being used by citrus breeders to improve their understanding of what attributes will lead to increased consumer acceptance of their products. Additional research has investigated the impacts of proposed label changes on beverage consumption. Research has also been conducted on the impact of certain news events on citrus consumption. Research on data collection methods will be used by other researchers in the field to improve upon estimations of consumer willingness to pay for product attributes.
Publications
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Progress 10/01/11 to 09/30/12
Outputs
OUTPUTS: The research under this project has focused on improving understanding of the effects of consumer tastes and preferences on Florida agriculture through consumer attitudes and consumer perceptions. The majority of the research has focused on consumer attitudes on fruits, vegetables, and seafood. In the area of consumer attitudes towards seafood, the majority of work was focused on collecting and analyzing data related to children's consumption of seafood. In the area of consumer attitudes towards fruits and vegetables, recent research has focused on consumer attribute preference for citrus fruits and blueberries. Additional research has focused on the mechanisms to gather data on consumer perceptions. PARTICIPANTS: The team of researchers involved in the research on citrus attibutes has included horticultural scientists from the University of Florida's Citrus Research and Education Center, the USDA's ARS, and the Florida Department of Citrus, as well as other researchers (faculty, post-doctoral associates, and graduate students) from the Food and Resource Economics Department at the University of Florida. The team on seafood has included faculty, post-doctoral associates, and a graduate student from the Food and Resource Economics Department at the University of Florida, and staff from the Florida Department of Agriculture and Consumer Services. Research on auction and conjoint analysis data collection methods has included faculty from Food and Resource Economics at the University of Florida as well as faculty from multiple other institutions. TARGET AUDIENCES: The target audience is Florida citrus, blueberry, and seafood producers and processors, as well as academic in agricultural economics. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments, as well as identify other market segments for future research. Research focusing on children's consumption of seafood resulted in the preparation of a brochure distributed targeting parents and providing information and recipes to increase seafood consumption. The research on consumer perceptions of citrus is being used by citrus breeders to improve their understanding of what attributes will lead to increased consumer acceptance of their products. Additional research has investigated the impacts of proposed label changes on beverage consumption. Research has also been conducted on the impact of certain news events on citrus consumption. Research on data collection methods will be used by other researchers in the field to improve upon estimations of consumer willingness to pay for product attributes.
Publications
- Kim, H. and L. House. "The Impact of Cosmetic Defects on Japanese Consumers Preference for Fresh Grapefruit." Journal of International Food and Agribusiness Marketing, 24(2012):201-212.
- Kim, H., L. House, and Z. Gao. "Theoretical and Perceptual Market Values for Fresh Squeezed Orange Juice." International Journal of Marketing Studies, 4(2012):45-55.
- Bi, X., L. House, Z. Gao, and F. Gmitter. "Sensory Evaluation and Experimental Auctions: Measuring Willingness to Pay for Specific Sensory Attributes," American Journal of Agricultural Economics, 94(2012):562-568.
- *Moseley, K., L. House, and F. Roka. "Adoption of Mechanical Harvesting for Sweet Orange Trees in Florida: Addressing Grower Concerns on Long-Term Impacts." International Food and Agribusiness Management Review, 15(2012):83-98.
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Progress 10/01/10 to 09/30/11
Outputs
OUTPUTS: The research under this project has focused on improving understanding of the effects of consumer tastes and preferences on Florida agriculture through consumer attitudes and consumer perceptions. The majority of the research has focused on consumer attitudes on fruits, vegetables, and seafood. In the area of consumer attitudes towards seafood, the majority of work was focused on collecting and analyzing data related to children's consumption of seafood. In the area of consumer attitudes towards fruits and vegetables, recent research has focused on consumer attribute preference for citrus fruits and blueberries. Additional research has focused on the mechanisms to gather data on consumer perceptions. PARTICIPANTS: The team of researchers involved in the research on citrus attibutes has included horticultural scientists from the University of Florida's Citrus Research and Education Center, the USDA's ARS, and the Florida Department of Citrus, as well as other researchers (faculty, post-doctoral associates, and graduate students) from the Food and Resource Economics Department at the University of Florida. The team on seafood has included faculty, post-doctoral associates, and a graduate student from the Food and Resource Economics Department at the University of Florida, and staff from the Florida Department of Agriculture and Consumer Services. Research on auction and conjoint analysis data collection methods has included faculty from Food and Resource Economics at the University of Florida as well as faculty from multiple other institutions. TARGET AUDIENCES: The target audience is Florida citrus, blueberry, and seafood producers and processors. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments, as well as identify other market segments for future research. The research on consumer perceptions of citrus is being used by citrus breeders to improve their understanding of what attributes will lead to increased consumer acceptance of their products. Research on data collection methods will be used by other researchers in the field to improve upon estimations of consumer willingness to pay for product attributes.
Publications
- House, L., Gao, Z., T. Spreen, F. Gmitter, M. Valim, A. Plotto, E. Baldwin. "Consumer Preference for Mandarins: Implications of a Sensory Analysis," Agribusiness: An International Journal, 27(2011):450-464.
- Gao, Z., L. House, F. Gmitter, M. Valim, A. Plotto, E. Baldwin. "Consumer Preferences for Fresh Citrus: Impacts of Demographic and Behavioral Characteristics," International Food and Agribusiness Management Review, 14(2011):23-40.
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Progress 10/01/09 to 09/30/10
Outputs
OUTPUTS: The research under this project has focused on improving understanding of the effects of consumer tastes and preferences on Florida agriculture through consumer attitudes and consumer perceptions. The majority of the research has focused on consumer attitudes on fruits, vegetables, and seafood. In the area of consumer attitudes towards seafood, the majority of work was a team of researchers that have published extension documents and reports for industry. In the area of consumer attitudes towards fruits and vegetables, recent research has focused on consumer attribute preference for citrus fruits and blueberries. Additional research has focused on the mechanisms to gather data on consumer perceptions. PARTICIPANTS: The team of researchers involved in the research on citrus attibutes has included horticultural scientists from the University of Florida's Citrus Research and Education Center, the USDA's ARS, and the Florida Department of Citrus, as well as other researchers (faculty, post-doctoral associates, and graduate students) from the Food and Resource Economics Department at the University of Florida. The team on seafood has included faculty from the Food and Resource Economics Department at the University of Florida, a graduate student who completed a thesis on this topic, and staff from the Florida Department of Agriculture and Consumer Services. Research on auction and conjoint analysis data collection methods has included faculty from Food and Resource Economics at the University of Florida as well as faculty from multiple international institutions. TARGET AUDIENCES: The target audience is Florida citrus, blueberry, and seafood producers and processors. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments, as well as identify other market segments for future research. The research on consumer perceptions of citrus is being used by citrus breeders to improve their understanding of what attributes will lead to increased consumer acceptance of their products. Research on data collection methods will be used by other researchers in the field to improve upon estimations of consumer willingness to pay for product attributes.
Publications
- Gao, Z., L. House, and X. Yu. "Using Choice Experiments to Estimate Consumer Valuation: the Role of Experimental Design and Attribute Information Load," Agricultural Economics,41(2010):555-565.
- Trejo-Pech, C., C. Lopez-Reyna, L. House, and W. Messina. "Appellation of Origin Status and Economic Development: A Case Study of the Mezcal Industry," International Food and Agribusiness Management Review, 13(2010):117-136.
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Progress 10/01/08 to 09/30/09
Outputs
OUTPUTS: The research under this project has focused on improving understanding of the effects of consumer tastes and preferences on Florida agriculture through consumer attitudes and consumer perceptions. The majority of the research has focused on consumer attitudes on fruits and vegetables, seafood, and genetically modified foods. In the area of consumer attitudes towards genetically modified foods, the majority of this research involved a team of researchers that have a number of articles published in leading journals related to this subject. In the area of consumer attitudes towards seafood, the majority of work was again a team of researchers that have published extension documents and reports for industry. In the area of consumer attitudes towards fruits and vegetables, recent research has focused on consumer attribute preference for citrus fruits. PARTICIPANTS: The team of researchers involved in the research on citrus attibutes has included horticultural scientists from the University of Florida's Citrus Research and Education Center, the USDA's ARS, and the Florida Department of Citrus, as well as other researchers from the Food and Resource Economics Department at the University of Florida. The team on seafood has included faculty from the Food and Resource Economics Department at the University of Florida, a graduate student who completed a thesis on this topic, and staff from the Florida Department of Agriculture and Consumer Services, Seafood Marketing Division. TARGET AUDIENCES: Not relevant to this project. PROJECT MODIFICATIONS: Not relevant to this project.
Impacts
The research examining consumer perceptions of genetically modified foods has had a significant impact in a number of arenas. Consumer perceptions of varying types of genetically modified foods have important implications for public policy and marketing of agricultural commodities. The research on consumer opinions of seafood is important because it provides information to the growing seafood industry on how to target specific market segments. The research on consumer perceptions of citrus is being used by citrus breeders to improve their understanding of what attributes will lead to increased consumer acceptance of their products.
Publications
- Trejo-Pech, C., R. Weldon, L. House, and M. Gunderson, "The Accrual Anomaly in the Food Supply Chain," Agribusiness: An International Journal, 25(2009):520-533.
- Yee, W., B. Traill, J. Lusk, S. Jaeger, L. House, M. Moore, B. Morrow, and C. Valli. "Determinants of Consumers Willingness to Accept GM Foods," Int. J. of Biotechnology, 10(2008):240-259.
- Trejo-Pech, C., R. Weldon, and L. House, "Earnings, Accruals, Cash Flows, and EBITDA for Agribusiness Firms," Agricultural Finance Review, 68(2008): 301-319.
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