Consumer Behavior

Florida Consumer Preferences for Indoor Foliage Plant Attributes

Hayk Khachatryan and Alicia Rihn

Factors Affecting Consumer Preferences and Demand for Ornamental Plants

Hayk Khachatryan and Hee Jung Choi

Florida Consumer Preferences for Ornamental Landscape Plants

Hayk Khachatryan and Alicia Rihn

Orange Juice Consumers' Response to the COVID-19 Pandemic

Yan Heng, Marisa Zansler, and Lisa House

Eye-Tracking Methodology and Applications in Consumer Research

Hayk Khachatryan and Alicia L. Rihn

Do Millennials Have a Stronger Demand for Orange Juice?

Yan Heng, Ronald W. Ward, and Lisa A. House

US Consumer Preferences for Home Lawn Fertilizers

Hayk Khachatryan, Alicia Rihn, and Michael Dukes

Floridian Consumer Perceptions of Local Versus Organic Ornamental Plants

Hayk Khachatryan and Alicia Rihn

Consumer and Producer Perceptions and Preferences for Pollinator-Friendly Labeling Practices in the US Green Industry

Hayk Khachatryan, Xuan Wei, and Alicia Rihn

US Food Shopper Trends in 2017

Lijun Angelia Chen and Lisa House

This study provides an overview of US food shoppers in 2017 and serves as a benchmark for policymakers and marketers of consumer food and beverage products for analyzing consumer trends in the future. A nationwide sample of 5,993 adults, all primary food shoppers in the United States, completed a survey in 2017 to learn about food-related perspectives and trends. Consumers differ in food shopping outlets, grocery spending, response to food price increases, food-related attitudes, food and beverage consumption patterns, and nutritional perceptions.

Consumer Preferences for Florida-Grown Blueberries Part 2: Locally Grown Blueberries in the Marketplace—Insights into Florida Consumers' Awareness of Brand Origin and Purchasing Behavior

Younghyeon Jeon, Hayk Khachatryan, Xuan Wei, and Doug Phillips

This is part 3 of the "Consumer Preferences for Florida-Grown Blueberries" series, whose objective is to enhance the marketability and competitiveness of Florida-grown fresh blueberries by analyzing consumers’ preferences for blueberry quality attributes. Audiences include Florida blueberry growers, marketers, and retailers. We identify the most significant attributes on labels and provide recommendations on how to optimize labeling to meet consumer demand and enhance market share. Part 3 focuses on health perceptions of fresh blueberries. Many US consumers seek healthy, sustainable food options like fruits and vegetables, blueberries among them, prompting increases in production, imports, and demand for fresh blueberries over the past decade. This publication aims to help those working to promote healthy dietary patterns better understand the impact of nutrition-related statements on consumer purchasing behavior, ultimately supporting efforts to encourage healthier eating patterns.

Tapping into Florida's Craft Beer Market: A Brewer's Guide to Consumer Purchasing and Consumption Habits in the Sunshine State

Meri Hambaryan, Glory Orivri, Nathan Palardy, John Lai, and Bachir Kassas

Florida’s craft beer industry has undergone explosive growth in the past decade, expanding sixfold from just 66 to 396 breweries, with an estimated economic impact of over $4 billion dollars in 2022. The craft beer sector is primarily small businesses that may lack large domestic breweries' resources and expertise to conduct in-house market research. Trade groups for craft breweries publish market research at the national level but do not often delve into state-specific nuances. This publication provides Florida breweries with data-driven marketing information on Florida beer consumers' purchase frequency, monthly beer expenditure, and preferred places to buy and drink beer. It includes a bulleted list of key consumer insights for craft breweries.

Plant Selection Behavior and Promotion Use by Garden Center Customers

Hayk Khachatryan, Alicia Rihn, and Xuan Wei

This study explores the relationship between consumers’ plant selection behavior (i.e., shopping behavior) and ways that promotions affect subsequent activities. Written by Hayk Khachatryan, Alicia Rihn, and Xuan Wei, and published by the UF/IFAS Food and Resource Economics Department, May 2021.

How Consumer Demand for Orange Juice Changed: Price Elasticities by Process Type, 2022/23–2023/24

Sungeun Yoon, Marisa Zansler, and Lisa House

This study analyzes consumer responses to price changes in 100% orange juice during the 2022/23–2023/24 seasons. Using Nielsen sales data and a demand model, we estimate price elasticities for Not from Concentrate (NFC) and Reconstituted (Recon) juices. Both types showed elastic demand, with Recon being more price-sensitive. Cross-price elasticity estimates indicate that NFC and Recon are substitutes, but with asymmetric substitution: consumers are more likely to switch to Recon when NFC prices rise than vice versa. As the price gap between the two narrowed, consumers increasingly favored NFC over Recon. These findings highlight the importance of pricing in shaping demand and substitution behavior.

Consumer Preferences for Florida-Grown Blueberries Part 1: Florida Fresh Blueberry Consumer Behavior—Insights on Shopping Locations, Frequency, and Spending

Younghyeon Jeon, Hayk Khachatryan, Xuan Wei, and Doug Phillips

Fresh blueberries have become one of Florida’s fastest-growing agricultural products. This growth aligns with growing consumer interest in local foods. Florida blueberry producers are capitalizing on demand by marketing their products with distinctive branding, particularly the Fresh From Florida logo. State production has met demand, but the Florida blueberry market faces challenges from imports from Mexico and Peru and from other US states. This publication is the first in a series designed to help local growers differentiate Florida-grown fresh blueberries in an increasingly competitive marketplace. It describes research into consumers’ purchasing preferences and awareness of locally grown fresh blueberries and identifies additional labels that can add value to existing ones to strengthen the competitive advantage of Florida-grown blueberries and attract more consumers.

Tapping into Florida’s Craft Beer Market, Part 2: Preferences for Local Ingredients and Sustainability Labels

Meri Hambaryan, Glory Orivri, Candace Lantz, Nathan Palardy, John Lai, and Bachir Kassas

Rising consumer interest in locally sourced, sustainably produced products presents an opportunity for breweries to stand out in an increasingly competitive market, as well as for local growers to supply the ingredients for which consumers are willing to pay extra. This publication, the second in a series that seeks to provide Florida breweries with state-specific, data-driven marketing information to help grow their consumer base, explores Florida consumers’ preferences and the premiums that Florida consumers are willing to pay for beer made with local ingredients and sustainability certification. Authors examine how premiums vary across Florida’s largest metro areas: Miami, Tampa, Orlando, and Jacksonville. This information can inform growers of potential market opportunities and brewers of product differentiation strategies. Includes a list of key insights for breweries, growers, and Extension agents. 

Inflation in Orange Juice Prices and Consumer Responses

Sungeun Yoon, Marisa Zansler, and Lisa House

This publication examines the recent inflation in orange juice prices and consumer responses using Nielsen scanner and orange juice tracker datasets. Orange juice prices experienced high inflation, peaking at 14.1% in January 2023, leading to decreased sales in both volume and dollars. Consumers are aware of the ongoing inflation in orange juice prices and reduced their orange juice purchases in quantity and frequency instead of discontinuing consumption altogether. Despite the significant barrier of high prices, the proportions of active orange juice consumers and those with a positive perception of orange juice remained steady and strong. Marketing efforts emphasizing the health benefits of orange juice continue to be crucial to sustaining consumer perception and demand.

Florida Consumer Perception of the Fresh from Florida Campaign on Horticulture Plants

Hayk Khachatryan and Alicia Rihn

A UF/IFAS numbered Fact Sheet. in support of UF/IFAS Extension program: Citizen awareness of food systems and the environment