Charles R. Hall

Are Consumers Willing to Pay More for Biodegradable Containers Than for Plastic Ones? Evidence from Hypothetical Conjoint Analysis and Nonhypothetical Experimental Auctions

This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers’ willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers, but the premium is not the same for different types of containers. This article also shows the mixed ordered probit model generates more accurate results when analyzing the conjoint analysis Internet survey data than the ordered probit model.

A Portfolio Approach To Landscape Plant Production And Marketing

The ornamental horticultural industry continues to be one of the most rapidly expanding sectors in agriculture. This study examined a decision model for landscape plant production based on portfolio analysis. A quadratic programming model was developed to generate an optimal crop portfolio for a selected southeastern nursery. Empirical results indicate opportunities exist for modest diversification to offset income variability in landscape plant production and marketing.

Consumer Perceptions of Eco-friendly and Sustainable Terms

Common marketing strategies include emphasizing products’ “green” or environmentally friendly attributes and characteristics to appeal to a growing market of environmentally conscious consumers. While previous studies have used product labels such as “eco-friendly,” “environmentally friendly,” and “sustainable” to investigate consumer preferences, relatively little is known about how consumer perceptions as a pre-decision mechanism impact their preferences and choice behaviors. Using data collected through an online survey of U.S. and Canadian consumers, we investigate systematic differences in individuals’ perceptions of the terms “eco-friendly” and “sustainable.” Marketing implications for the food and green (i.e., greenhouse/nursery producers, suppliers, and retailers) industries are discussed.

A Nonhypothetical Ranking and Auction Mechanism for Novel Products

Preferences for pomegranates, including some novel pomegranate varieties, were evaluated using an experimental auction and nonhypothetical preference ranking mechanism. Additional information on the taste and health benefits of the products was provided to mimic the information-gathering process on novel products. Product familiarity, product information, and reference prices were key factors in explaining willingness to pay for the included novel products. Results from the auction and nonhypothetical preference ranking procedures were divergent. Furthermore, interactions were detected between information treatments and product characteristics.

Risk, Trust, and Consumer Acceptance of Plant Biotechnology

Abstract This discussion summarizes current knowledge about rewards, risks, and reality surrounding the publics perception of genetically modified (GM) plants and foods. Differences in perception and acceptance of GM products between European and US publics are briefly described. The discussion includes recommendations for effective communication with the public. Pitfalls are identified that restrict credible discourse about the risks and benefits of GM ornamental plants and biotechnological products. The U.S. gardening public is increasingly informed about technologies that influence their hobby interests, including plant biotechnology. Results of a preliminary and on-going survey of Tennessee Master Gardener Volunteers are presented that reveal consumer concerns similar to ones already voiced in the U.S. about GM foods. Discussion concludes by integrating these considerations, within the context of ongoing debate about GM foods, to provide implications about the success of novel GM ornamental plant introductions in the near future.

Optimal Marketing of Nursery Crops from Container-Based Production Systems

Optimal production and marketing decisions for a nursery producing ornamental plants from a container-based production system are determined. The stochastic dynamic programming model developed captures the existence of a value-added, serial-stage production process with multiple products and intra- and interyear dynamics. Results suggest price differentials play an important role in determining the optimal size of plant to market. Further, federal taxes are important for determining the optimal production and marketing decisions while discounting and state taxes play minor roles. Analysis of the transition probability matrices associated with the optimal decisions indicate that the long-run behavior of the system can be generalized. Copyright 1997, Oxford University Press.

The cost of irrigation sources and water treatment in greenhouse production

Uncertainty about the cost of water treatment is a potential barrier to adoption of irrigation treatment and recycling. The objective of this study was to estimate the cost of irrigation-water filtration and sanitation based on a survey of 11 greenhouse operations. Screen filtration of ebb-and-flood irrigation water cost (

Tracking position premiums in discrete choice experiments

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Consumer Perceptions of Landscape Plant Production Water Sources and Uses in the Landscape during Perceived and Real Drought

0.17 per 1000 gal) less than filtration using synthetic fiber rolls (

Consumer perceptions, attitudes, and purchase behavior with landscape plants during real and perceived drought periods

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