Camila Ulloa Gómez (MS Student) attended the 2022 National Agricultural Marketing Summit in Pensacola, Florida (October 22-25, 2022). I had the opportunity to participate in the Food Distribution Research Society (FDRS) session, Consumer Attitudes toward Food Choice, by presenting the paper “Characterization of the U.S. Mixed Salad Market: Environmental Attributes” by M.S. student Camila Ulloa, M.S. Enrique Velasco, M.S. Sanchez Philocles and Ph.D. Ariana Torres.
Abstract: As the number of environmentally conscious consumers is growing, this study aimed to explore consumer segments based on their preferences for the environmental attributes that commonly appear on the labels of salad mixes. Environmental features included carbon footprint, greenhouse emissions, biodegradable packaging, food miles, pollinator-friendly, low energy, and water usage. Using data from a web-based survey, we performed a cluster analysis to find this product’s market segments of American consumers. Results can help industry marketers supply foods with attributes consistent with consumers’ values and thus develop trust relationships that go beyond the first purchase.