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

Hayk Khachatryan, Alicia L. Rihn (), Benjamin Campbell (), Chengyan Yue (), Charles Hall () and Bridget Behe ()
Additional contact information
Alicia L. Rihn: Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
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: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2017
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