Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants

Hayk Khachatryan, Alicia Rihn (), Benjamin Campbell (), Chengyan Yue (), Charles Hall () and Bridget Behe ()
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Chengyan Yue: Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN 55108, USA
Charles Hall: Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843, USA
Bridget Behe: Department of Horticulture, Michigan State University, East Lansing, MI 48824, USA

Sustainability, 2017, vol. 9, issue 10, 1-14

Abstract: Recent declines in pollinator populations have led to widespread concern due to their impact on food/crop production and the environment. Contrary to growing interest in the use of insecticides in urban landscapes, the relationship between pollinator-related eco-labels, visual attention, and preferences for plants is less understood. The present study combines eye tracking and stated preference experiments to examine the effects of pollinator-related labels on consumers’ preferences and willingness to pay. Results show that the pollinator-friendly attribute positively correlates with consumers’ purchasing decisions and visual attention supports that relationship. Implications of mandatory labeling of pesticide content for the horticultural industry are discussed.

Keywords: conjoint analysis; eye tracking; ordered logit model; ornamental plants; willingness to pay (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2017
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