Utah Strawberries: Consumer Consumption and Purchasing Preferences

Authors

Makaylie Langford
Kynda R. Curtis, Utah State UniversityFollow

Document Type

Factsheet

Publisher

Utah State University Extension

Publication Date

6-5-2025

First Page

1

Last Page

7

Abstract

This fact sheet is the first of two discussing the results of a study on consumer preferences and willingness to pay (pricing) for fresh strawberries. The study was conducted on the Logan, Utah, campus of Utah State University (USU) in August 2024, and participants were recruited via campus emails, flyers, and social media posts targeted at the greater Logan community. A total of 116 study participants completed a sensory taste test of organically, locally, and conventionally grown strawberry samples, followed by a survey that included questions about their demographics, shopping habits, and familiarity with, as well as beliefs about, various production and labeling programs. Participant demographics, strawberry consumption and purchasing patterns, as well as food-related behaviors, beliefs, and activities, are discussed here.

Recommended Citation

Langford, M., & Curtis, K. (2025). Utah strawberries: Consumer consumption and purchasing preferences [Fact sheet]. Utah State University Extension.