Consumers' Perceptions and Preferences toward Florida Orange Juice
Faced with reduced domestic supply, competition from imports, and high production costs, the Florida citrus industry and Florida growers need to understand how consumers perceive Florida-produced orange juice and whether they value it more than OJ produced elsewhere. We conducted a national survey...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
The University of Florida George A. Smathers Libraries
2021-12-01
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| Series: | EDIS |
| Online Access: | https://journals.flvc.org/edis/article/view/129287 |
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| Summary: | Faced with reduced domestic supply, competition from imports, and high production costs, the Florida citrus industry and Florida growers need to understand how consumers perceive Florida-produced orange juice and whether they value it more than OJ produced elsewhere. We conducted a national survey to understand consumers' perceptions and confirmed that consumers have a superior perception of Florida OJ, which could lead to higher rates of willingness-to-buy and willingness-to-pay.
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| ISSN: | 2576-0009 |