Source: TEXAS A&M UNIVERSITY submitted to
SPECIALTY CROPS AND FOOD SYSTEMS: EXPLORING MARKETS, SUPPLY CHAINS AND POLICY DIMENSIONS
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
HATCH
Reporting Frequency
Annual
Accession No.
1009242
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
S-1067
Project Start Date
Feb 4, 2016
Project End Date
Sep 30, 2020
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Project Director
Palma, MA, A..
Recipient Organization
TEXAS A&M UNIVERSITY
750 AGRONOMY RD STE 2701
COLLEGE STATION,TX 77843-0001
Performing Department
Agri Economics
Non Technical Summary
evaluate consumer preference and behavior related to food consumption, trends, and decisions related to their nutrition and health. Establishing a connection between food production, marketing and processing, including new local food systems and their role in satisfying consumer demand.
Animal Health Component
60%
Research Effort Categories
Basic
30%
Applied
60%
Developmental
10%
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
60761993010100%
Knowledge Area
607 - Consumer Economics;

Subject Of Investigation
6199 - Economy, general/other;

Field Of Science
3010 - Economics;
Goals / Objectives
Develop demand and market valuation models for the produce sector that can be used to evaluate effects of increasingly complex product differentiation schemes (organic, enhanced health claims, biodynamic), trade, commodity marketing programs, labeling programs (local, food miles, Fair Trade), traceability systems, and food safety events in the U.S. produce markets. Analyze the relative benefits and costs, to producers and consumers, of government and industry-led marketing and policy programs (certifications, Country of origin labeling, farmers markets, California/Arizona Leafy Greens Marketing Agreements) using both theoretical approaches and empirical evidence from multi-state applied research projects. Assess the changing coordination and supply chain management strategies being implemented in the fruit and vegetable sector and identify strategic organizational and marketing implications for a set of firms that are diverse in terms of commodity, marketing approach and size of operation (including small and mid size farms).
Project Methods
Experimental and Behavioral economics methods applied to food choices, consumption, nutrition and health.

Progress 02/04/16 to 09/30/20

Outputs
Target Audience:producers, processors and consumers of specialty crops. Changes/Problems:Nothing to report. What opportunities for training and professional development has the project provided?This was reported in the last progress report. How have the results been disseminated to communities of interest?This was reported in the last progress report. What do you plan to do during the next reporting period to accomplish the goals?This was reported in the last progress report.

Impacts
What was accomplished under these goals? This was reported in the last progress report.

Publications


    Progress 10/01/19 to 09/30/20

    Outputs
    Target Audience:producers, processors and consumers of specialty crops. Changes/Problems:Nothing to report. What opportunities for training and professional development has the project provided?Training of graduate students and also stakeholders at extension and outreach conferences in person and also delivered via technology (due to Covid-19). How have the results been disseminated to communities of interest?Yes, the results have been disseminated at extension and outreach conferences in person and also delivered via technology webinars, podcasts and zoom meetings (due to Covid-19). What do you plan to do during the next reporting period to accomplish the goals?This is the last period for this grant. A final report will be prepared.

    Impacts
    What was accomplished under these goals? We made progress on each of the three goals of the project. We has peer reviewed articles addressing each goal.

    Publications

    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Hall, C.R., Hodges, A.W., Khachatryab, H., and M.A. Palma. 2020, Economic Contributions of the Green Industry in the United States in 2018. Journal of Environmental Horticulture. Vol. 38(3): 73-79.
    • Type: Journal Articles Status: Accepted Year Published: 2020 Citation: Busch, G., Kassas, B., Palma, M., and A. Risius. 2020. Perceptions of antibiotic use in livestock farming in Germany, Italy and the United States. Livestock Science. (Forthcoming).
    • Type: Journal Articles Status: Accepted Year Published: 2020 Citation: Huseynov, S., and M.A. Palma. 2020. Food Decision-Making under Time Pressure. Food Quality and Preference. (Forthcoming).
    • Type: Journal Articles Status: Accepted Year Published: 2020 Citation: Segovia, M.S., and M.A. Palma. 2020. Testing the Consistency of Preferences in Discrete Choice Experiments: An Eye Tracking Study. European Review of Agricultural Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Ge, C., Chung, C., Boyer, T., and M.A. Palma. 2020. Estimating producers' preferences for turfgrass attributes: a combined approach of discrete choice experiments and eye-tracking technology. HortScience. (Forthcoming).
    • Type: Journal Articles Status: Accepted Year Published: 2020 Citation: Kassas, B., Palma, M.A., and C.R. Hall. 2020. Informing Generic Advertising Programs by Investigating Income and Relative Return Heterogeneities in Voluntary Contributions Mechanisms. Journal of Agricultural and Resource Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Zhang, P. and M.A. Palma. 2020. Compulsory versus Voluntary Insurance: An Online Experiment. American Journal of Agricultural Economics. (Forthcoming).
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2020 Citation: Chavez, D.E., Palma, M.A., Nayga, R.M., and J.W. Mjelde. 2020. Product Availability in Discrete Choice Experiments with Private Goods. Journal of Choice Modelling. Vol. 36: 100225.
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Zhang, Y.J., and M.A. Palma. 2020. Revisiting Sugar Taxes and Sugary Drink Consumption: Evidence from the Random-Coefficient Demand Model. Journal of Agricultural and Resource Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Segovia, M.S., Palma, M.A. and R.M. Nayga. 2020. Can episodic future thinking affect food choices? Journal of Economic Behavior and Organization. Vol. 177: 371-389.
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Palma, M.A., Vedenov, D.V., and D. Bessler. 2020. The Order of Variables, Simulation Noise and Accuracy of Mixed Logit Estimates. Empirical Economics. Vol. 58(5): 2049-2083.
    • Type: Journal Articles Status: Published Year Published: 2020 Citation: Montoya, J.E., Arnold, M.A., Rangel, J., Stein, L.A. and M.A. Palma. 2020. Pollinator-attracting Companion Plantings Increase Crop Yield of Cucumbers and Habanero Peppers. HortScience. Vol. 55(2): 164-169.


    Progress 10/01/18 to 09/30/19

    Outputs
    Target Audience:The target audience includes stakeholders in the horticulture industry, including fruit and vegetable growers, processors, wholesalers, retailers, and consumers. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?We have provided training opportunities for stakeholders and also for personnel at the Human Behavior Laboratory, including graduate students. How have the results been disseminated to communities of interest?Workshop presentations, press releases, newspapers, webinars, in person presentations & social media. What do you plan to do during the next reporting period to accomplish the goals?We plan to keep working on issues of relevance to stakeholders.

    Impacts
    What was accomplished under these goals? We have developed several publications and outreach materials that have been delivered to the stakeholders.

    Publications

    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Chavez, D.E., and M.A. Palma. 2019. Pushing Subjects beyond Rationality with More Product Offerings in Experimental Auctions. Agricultural Economics. Vol. 50(2): 207-2017.
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Palma, M.A., Johnson, M.D., and D.P. Anderson. 2019. The Effects of Experience versus Description of Attributes on Willingness-to-Pay for Beefsteaks. Agricultural Economics. Vol. 50(2): 129-137.
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Kassas, B., and M.A. Palma. 2019. Self-Serving Biases in Social Norm Compliance. Journal of Economic Behavior and Organization. Vol. 159: 388-408.
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Segovia, M.S., Palma, M.A., and R.M. Nayga. 2019. The Effect of Food Anticipation on Cognitive Function: An Eye Tracking Study. PLoS ONE. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Zhang, Y.J., Xu, Z.P., and M.A. Palma. 2019. Conveniently Dependent if Naively Overconfident? An Experimental Study on the Reaction to External Help. PLoS ONE. 14(5):e0216617. https://doi.org/10.1371/journal.pone.0216617
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2019 Citation: Zhang, Y.J. and M.A. Palma. 2019. The Impact of the H-1B Cap Exemption on PhD Labor Markets. Empirical Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Chavez, D.E., Palma, M.A., Byrne, D.H., Hall, C.R., and L.A. Ribera. 2019. Consumer willingness-to-pay for rose attributes can fuel breeding programs. Journal of Agricultural and Applied Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2019 Citation: Aksoy, B. and M.A. Palma. 2019. The Effects of Scarcity on Cheating and In-Group Favoritism. Journal of Economic Behavior and Organization. (Forthcoming).


    Progress 10/01/17 to 09/30/18

    Outputs
    Target Audience:producers of fruits and vegetables and general US consumers. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?We have trained many producers using webinars and in-person presentations. Over 3,000 producers have been reached through webinar presentations and we have documented economic impacts in excess of $64 million How have the results been disseminated to communities of interest?in person presentations, webinars. What do you plan to do during the next reporting period to accomplish the goals?continue to engage with stakeholders at industry meetings and events

    Impacts
    What was accomplished under these goals? Several presentations to industry groups in the fruit and vegetable industry across the United States and Internationally.

    Publications

    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Palma, M.A., Ness, M.L., and D.P. Anderson. 2017. Fashionable Food: a Latent Class Analysis of Social Status in Food Purchases. Applied Economics. Vol. 49(3): 238-250.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Palma, M.A. 2017. Improving the Prediction of Ranking Data. Empirical Economics. Vol. 53(4): 1681-1710.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Perez, M.P., Ribera, L.A., and M.A. Palma. 2017. Effects of Trade and Agricultural Policies on the Structure of the U.S. Tomato Industry. Food Policy. Vol. 69: 123-134.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Sundararajan, R.R., Palma, M.A., and M. Pourahmadi. 2017. Reducing Brain Signal Noise in the Prediction of Economic Choices: A Case Study in Neuroeconomics. Frontiers in Neuroscience. Vol. 11(704): 1-13.
    • Type: Journal Articles Status: Published Year Published: 2018 Citation: Kassas, B., Palma, M.A., and D.P. Anderson. 2018. Fine-tuning willingness-to-pay estimates in second price auctions for market goods. Journal of Behavioral and Experimental Economics. Vol. 77: 50-61. https://bit.ly/2UTwTQM
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Huseynov, S., and M.A. Palma. 2018. Does Californias Low Carbon Fuel Standards Reduce Carbon Dioxide Emissions? PLoS ONE. (Forthcoming). https://bit.ly/2LmFze5
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Zhang, Y., Palma, M.A., Jin, S., and X. Yuan. 2018. U.S. Consumer Reactions to Chinas Shuanghui Acquisition of Smithfield Foods and Its Neural Basis. Agribusiness. (Forthcoming). https://bit.ly/2QDMTrE
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Huseynov, S., Kassas, B., Segovia, M.S., and M.A. Palma. 2018. Incorporating Biometric Data in Models of Consumer Choice. Applied Economics. (Forthcoming). https://bit.ly/2STxcJm
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Palma, M.A., Johnson, M.D., and D.P. Anderson. 2018. The Effects of Experience versus Description of Attributes on Willingness-to-Pay for Beefsteaks. Agricultural Economics. (Forthcoming).
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Li, Y., Palma, M.A., Hall, C.R., Khachatryan, H., and O. Capps. 2018. Measuring the Effects of Advertising on Green Industry Sales: A Generalized Propensity Score Approach. Applied Economics.(Forthcoming). https://bit.ly/2PN1mMz
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Chavez, D.E., and M.A. Palma. 2018. Pushing Subjects beyond Rationality With More Product Offerings in Experimental Auctions. Agricultural Economics. (Forthcoming).
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Palma, M.A., Vedenov, D.V., and D. Bessler. 2018. The Order of Variables, Simulation Noise and Accuracy of Mixed Logit Estimates. Empirical Economics. (Forthcoming). https://bit.ly/2CjRvdo
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Palma, M.A., and Z.P. Xu. 2018. Shadow of a Doubt: Moral Excuse in Charitable Giving. Review of Behavioral Economics. (Forthcoming).
    • Type: Journal Articles Status: Published Year Published: 2018 Citation: Palma, M.A., Segovia, M.S., Kassas, B., Ribera, L.A., and C.R. Hall. 2018. Self-Control: Knowledge or Perishable Resource? Journal of Economic Behavior and Organization. Vol. 145: 80-94.
    • Type: Journal Articles Status: Published Year Published: 2018 Citation: Chung, C., Boyer, T., Palma, M., and M. Ghimire. 2018. Economic Impact of Drought- and Shade-Tolerant Bermudagrass Cultivars. HortTechnology. Vol 28(1): 66-73.
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Bazzani, C., Palma, M.A., and R.M. Nayga. 2018. On the use of flexible mixing distributions in WTP space: An induced value choice experiment. Australian Journal of Agricultural and Resource Economics. (In press).
    • Type: Journal Articles Status: Accepted Year Published: 2018 Citation: Chavez, D. Palma, M., and A. Collart. 2018. Using Eye-tracking to Model Attribute Non-Attendance in Choice Experiments. Applied Economics Letters. (In Press).


    Progress 10/01/16 to 09/30/17

    Outputs
    Target Audience:Agricultural producers and consumers. Special interest groups of consumers include low income consumers, obese and overweight adults. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest?Extension presentations and webinars. What do you plan to do during the next reporting period to accomplish the goals?Continue to develop applied research in the area of food choices to improve understanding of the inerface between food production and its link with the consumers.

    Impacts
    What was accomplished under these goals? Improve understanding on factors driving food choices of consumers. Implementation of applied research and outreach activities for horticulture producers, including fruits, vegetables and tree nuts.

    Publications

    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Palma, M.A.1, Ness2, M.L., and D.P. Anderson. 2017. Fashionable Food: a Latent Class Analysis of Social Status in Food Purchases. Applied Economics. Vol. 49(3): 238-250.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Palma, M. A. (2017). Improving the prediction of ranking data. Empirical Economics, 53(4), 1681-1710.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Zapata, S. D., Ribera, L. A., & Palma, M. A. (2017). Effect of Production Parameters On the Economic Feasibility of a Biofuel Enterprise. Journal of Agricultural and Applied Economics, 1-16.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Perez, M. P., Ribera, L. A., & Palma, M. A. (2017). Effects of trade and agricultural policies on the structure of the US tomato industry. Food Policy, 69, 123-134.
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Li, Y., Palma, M. A., & Xu, Z. P. (2017). Impacts of playing after school on academic performance: a propensity score matching approach. Education Economics, 1-15.
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2018 Citation: Palma, M. A., Segovia, M. S., Kassas, B., Ribera, L. A., & Hall, C. R. (2018). Self-control: Knowledge or perishable resource?. Journal of Economic Behavior & Organization, 145, 80-94.
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2018 Citation: Bazzani, C., Palma, M.A., and R.M. Nayga. 2018. On the use of flexible mixing distributions in WTP space: An induced value choice experiment. Australian Journal of Agricultural and Resource Economics. (In press).
    • Type: Journal Articles Status: Published Year Published: 2017 Citation: Sundararajan, R. R., Palma, M. A., & Pourahmadi, M. (2017). Reducing Brain Signal Noise in the Prediction of Economic Choices: A Case Study in Neuroeconomics. Frontiers in Neuroscience, 11, 704.
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2018 Citation: Chavez, D. Palma, M., and A. Collart. 2018. Using Eye-tracking to Model Attribute Non-Attendance in Choice Experiments. Applied Economics Letters. (In Press).
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2018 Citation: Li, Yajuan. and M.A. Palma. 2019. Investigating the Effects of Medical Marijuana Laws on Educational Attainment Economics Letters Economics Letters (In Press).


    Progress 02/04/16 to 09/30/16

    Outputs
    Target Audience:Producers of specialty crops, including fruits and vegetables. Other industry members include, processors, wholesalers, retailers, and final consumers. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?collaboration in grants and contracts and other research and extension projects. How have the results been disseminated to communities of interest?through publications, extension presentations and webinars. What do you plan to do during the next reporting period to accomplish the goals?continue to work in multidisciplinary projects that involve research and extension efforts.

    Impacts
    What was accomplished under these goals? Consumer preferences and marketing for specialty crops targeting producers, packers, and final consumers.

    Publications

    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Ribera, L.A., Paggi , M.S., Anderson, D.P., Palma, M.A., and R.D. Knutson. 2016. Potential Impacts of Transatlantic Trade and Investment Partnership (T-TIP) on the Fresh Vegetable and Beef Trade. Journal of International Food and Agribusiness Marketing. Vol. 28(2): 177-190.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Palma, M.A., Ribera, L.A., and R.D. Knutson. 2016. The Era of the Functional Consumer. Journal of Food Products Marketing. Vol. 22(5): 555-570.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Xu, P. and M.A. Palma. 2016. Consequential egalitarianism vs. accountability principle: an experimental investigation Applied Economics Letters. Vol. 23(8): 562-565. DOI:10.1080/13504851.2015.1088134
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Segovia, M.S., and M.A. Palma. 2016. Buying Your Way into a Healthier Lifestyle: A Latent Class Analysis of Healthy Food Purchases. Applied Economics. Vol. 48(21): 1965-1977.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Rajo, L.A., Arias, F., Segovia, M., and M.A. Palma. 2016. Willingness to Pay for an Educational Label: The Zamorano University Brand. International Food and Agribusiness Management Review. Vol. 19(1): 113-126.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Johnson, M.D., Miller, R.K., Morrill, J.C., Anderson, D.P., Wickersham, T.A., Sawyer, J.E., Richardson, J.W., and M.A. Palma. 2016. The influence of taste in willingness-to-pay (WTP) valuations of sirloin steaks from post-extraction algal residue (PEAR) fed cattle. Journal of Animal Science. Vol. 94(7): 3072-3083.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Perez, M., Palma, M.A, Behe, B., and C.R. Hall. 2016. Structural Breaks and Future Growth of the Green Industry. Journal of Environmental Horticulture. Vol. 34(2): 52-55.
    • Type: Journal Articles Status: Published Year Published: 2016 Citation: Zhang, Y., Palma, M.A., and Xu, P2. 2016. Unintended Effects of the Alabama HB 56 Immigration Law on Crime: A Preliminary Analysis. Economics Letters. Vol. 147: 68-71. doi: http://dx.doi.org/10.1016/j.econlet.2016.08.026.
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2016 Citation: Palma, M.A., Behe, B.K., Hall, C.R., Huddleston, P.T., and T. Fernandez. 2016. Tracking Position Premiums in Discrete Choice Experiments. Applied Economics Letters. (Forthcoming).
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2016 Citation: Palma, M.A., Ness, M.L., and D.P. Anderson. 2016. Fashionable Food: a Latent Class Analysis of Social Status in Food Purchases. Applied Economics. (Forthcoming).
    • Type: Conference Papers and Presentations Status: Awaiting Publication Year Published: 2016 Citation: Palma, M.A. 2016. Improving the Prediction of Ranking Data. Empirical Economics. (Forthcoming).
    • Type: Conference Papers and Presentations Status: Awaiting Publication Year Published: 2016 Citation: Kassas, B., Palma, M.A., and Y. Zhang. 2016. The Role of Incentives on Preference Revelations in Auctions versus Rankings. Journal of Choice Modelling. (Forthcoming).
    • Type: Journal Articles Status: Awaiting Publication Year Published: 2017 Citation: 1. Zapata, S.D., Ribera, L.A., and M.A. Palma. 2017. Effect of Production Parameters On the Economic Feasibility of a Biofuel Enterprise. Journal of Agricultural and Applied Economics. (Forthcoming).