文章基本信息

标题：Berry Good Programming: An Examination of Consumers’ Purchasing Intent of Florida Strawberries in Out-of-State Markets
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作者：Taylor K. Ruth ; Joy N. Rumble
期刊名称：Journal of Human Sciences and Extension
印刷版ISSN：2325-5226
电子版ISSN：2325-5226
出版年度：2019
卷号：7
期号：1
页码：21-38
语种：English
出版社：Mississippi State University
摘要：Florida strawberry producers have faced increased competition and difficulties marketing their products over recent years. The purpose of this study was to explore eastern United States consumers’ purchasing intent of Florida strawberries to develop communication and marketing strategies for Florida strawberries in a competitive market. The Theory of Planned Behavior (TPB) guided the research, and focus groups were conducted in North Carolina, Tennessee, Ohio, Massachusetts, and New York. Participants had positive attitudes toward purchasing Florida strawberries, and past experiences and interactions with others influenced their purchasing intent, but their perceptions of behavioral control were low. Participants with neutral attitudes and limited behavioral control had lower intent to purchase Florida strawberries in the future compared to other participants. Extension could help producers increase purchasing intent by increasing perceived behavioral control, making the growing location easily visible on the strawberry labels, and facilitating personal experiences between consumers and the product.
关键词：local food;strawberries;theory of planned behavior;purchasing intent;marketing