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

Sustainability

Benjamin Campbell¹  Charles Hall²  Bridget Behe³  Chengyan Yue⁴  Hayk Khachatryan⁵  Alicia L. Rihn⁶ 

[1] Agricultural and Applied Economics, University of Georgia, Athens, GA 30602, USA;Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843, USA;Department of Horticulture, Michigan State University, East Lansing, MI 48824, USA;Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN 55108, USA;Food and Resource Economics Department, Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA;Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA;

关键词: conjoint analysis;    eye tracking;    ordered logit model;    ornamental plants;    willingness to pay;   

DOI  :  10.3390/su9101743

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown