The effects of individual environmental concerns on willingness to pay for sustainable plant attributes

Hayk Khachatryan, Ben Campbell, Charles Hall, Bridget Behe, Chengyan Yue, Jennifer Dennis

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

Abstract

This study adds to the consumer choice literature by linking consumers' environmental concern (EC) orientations (egoistic, altruistic and biospheric) to willingness to pay (WTP) premiums for proenvironmental attributes. Results from a mixed-ordered probit model showed that individuals were willing to pay a premium for energy-saving production practices ($0.131), non-plastic containers such as compostable ($0.227), plantable ($0.122), and recyclable ($0.155), and locally grown plants ($0.222). Individuals scoring high on the EC scale expressed higher WTP across all attributes-$0.148 for energy-saving practices, $0.288 for locally grown plants, and $0.255, $0.143, and $0.175 for compostable, plantable, and recyclable containers, respectively. Using the results, we discuss the practical implications for nursery and garden stores (i.e., communicating product attributes related information to consumers).

Original languageEnglish (US)
Pages (from-to)69-75
Number of pages7
JournalHortScience
Volume49
Issue number1
DOIs
StatePublished - Jan 2014

Keywords

  • Altruistic concerns
  • Biospheric concerns
  • Edible plants
  • Egoistic concerns
  • Environmental attributes
  • Ornamental plants

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