HortScience (2012) 47, 1091-1095
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Heterogeneous consumer preferences for native and invasive plants: Evidence from experimental auctions
HortScience 47 (8), 1091-1095
Abstract: All stakeholders along the supply chain affect the dispersal of native and invasive horticultural plants. This is especially true for the consumers who determine how the plants are ultimately used. Therefore, consumer attitudes toward native and invasive plants cannot be ignored. This study used an experimental auction to explore market segmentation among consumers in terms of their preference and willingness to pay for labeled native and invasive attributes. We identified three market segments, namely, "nativists" (16%), "invasive averse" (34%), and "typical" (50%) consumers. The three segments of consumers differed in their demographics and attitudes toward native and invasive attributes. From a government policy perspective, labeling invasive or native plants could potentially change the behavior of some consumers, but half of the market is unlikely to be substantially swayed by invasive/native labeling. Therefore, supply-side intervention policies such as sales restrictions may be more effective at promoting native plant purchases and restricting the purchase and spread of invasive plants.
(The abstract is excluded from the Creative Commons licence and has been copied with permission by the publisher.)
Research topic(s) for pests/diseases/weeds:
environment - cropping system/rotation
Pest and/or beneficial records:
| Beneficial | Pest/Disease/Weed | Crop/Product | Country | Quarant. |
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