Florida Consumer Preferences for Fruit-Producing Plant Attributes


This 4-page report from the Food and Resource Economics Department and the UF/IFAS Mid-Florida Research and Education Center compares the effects of plant type, price, production method, and origin attributes on consumer preferences for fruit-producing plants. Authors Hayk Khachatryan and Alicia Rihn present the results of a survey of Florida plant consumers conducted in June and July of 2014 to rate their likelihood of purchasing plants with various attributes, reporting that production methods do indeed directly influence consumers’ preferences for fruit-producing plants. The article describes the implications for the environmental horticulture industry and provides suggestions for growers and retailers to more effectively market their plants.