This study analyzes the consumer behavior of three groups: non-participants, potential consumer and current buyer by using a two-stage sample-selection model incorporating a binary probit model and an ordered probit model. Different from the previous research which A consumer survey about fresh mushroom consumption in the U.S was conducted which allows us to observe consumers’ participation intention and acquisition through a purchase history and purchase frequency. The results indicate that there are different reasons driving non-participants (consumers who will not participate in the market) and potential consumers (consumers with zero purchase frequency), and the potential consumers share many similarities with less frequent consumers instead of with non-participants, with whom they are often combined in previous research.


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