Should I Pay or Should I Grow? Factors Which Influenced the Preferences of US Consumers for Fruit, Vegetables, Wine and Beer during the COVID-19 Pandemic

Urban Farm DB summary

This study investigated factors determining US consumer preferences for growing and processing horticultural products (fruit, vegetables, wine, beer) versus buying them, both before and after the COVID-19 pandemic. Using PLS-SEM, findings showed that engagement with horticulture pre- and post-pandemic influenced preferences for growing/processing, and this engagement was significantly impacted by attitudes towards US growers. Attitudes towards COVID-19 and human values like self-enhancement, conservation, and self-transcendence were also significant, but openness to change was not.