This study provides insights into consumer beliefs, awareness, attitudes, and purchasing behavior regarding tree nuts in general and pecans specifically. Findings from a probit regression suggest factors associated with the decision to purchase pecans were age, region, sources of information about tree nuts, and outlets where tree nuts are purchased. Respondents aged 45 and over were more likely to purchase pecans than younger respondents. Conventional media (radio, television, magazines), past experience, and recipes significantly impact the decision to purchase pecans. Tree nut purchases from grocery stores, supercenters, roadside stands, or farmers’ markets were positively related to pecan purchases.