Why do we adopt environmentally friendly lawn care? Evidence from do-it-yourself consumers
Dong Hee Suh,
Hayk Khachatryan and
Applied Economics, 2016, vol. 48, issue 27, 2550-2561
This study identifies the factors determining the purchase frequencies of organic/natural fertilizers (ONFs) with a focus on do-it-yourself (DIY) consumers’ perceptions and motives. The estimation results of the generalized ordered logit model provide statistical evidence that environmental perceptions are critical factors in directing DIY consumers to purchase ONFs frequently. The results imply that educational programmes, informational campaigns, or advertisements to improve their perceptions on the potential negative impacts of fertilization on the environment may increase the purchase frequencies of ONFs. In addition, the results show that DIY consumers perceive that it is worth using ONFs despite their higher prices than chemical fertilizers. Their purchase frequencies will increase if they positively perceive the values of ONFs and are willing to pay a premium for ONFs. Moreover, the purchasing behaviour of DIY consumers is associated with their perceptions of neighbourhood landscaping. If neighbours or homeowner associations encourage landscaping improvements in their community, DIY consumers may increase their purchase frequencies of ONFs accordingly.
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