The Impact of Information and Treatment of Jumping Worms on Consumer Willingness to Buy Potted Plants

Jumping worms [Amynthas (Kinberg) spp.], an emergent invasive species group native to East-Central Asia, threaten the health of temperate ecosystems and the livelihood of the plant production industry in the United States. Aptly named because of their characteristic and distinctive ability to thrash, these invasive annelids contribute substantial alterations to soil structure and nutrient dynamics in temperate forests and potted plants. Their impact on the physical and chemical properties of native soils results in plant health decline and leads to biodiversity loss of flora and fauna. An unintentional, yet predominant, vector of the spread of jumping worms throughout the United States is through horticultural materials such as mulch, potting media, compost, and potted plants. Although controlling the spread of these invasive worms is a forefront goal of producers and regulatory authorities in the green industry, there is surprisingly little knowledge about consumer awareness of the worms and their willingness to purchase horticultural products infested with, or treated for, jumping worms, which may help inform management of plant production and sales in the green industry. The objectives of our study were to examine how purchasing decisions are affected by consumer awareness and jumping worm treatment information. To achieve this, an online survey was conducted with a diverse sample of 925 of 1000 consumers in the United States to gauge their awareness and knowledge of jumping worms, gardening habits, and demographic profile. Participants were asked questions about worm knowledge and their willingness to buy treated potted plants before and again after being provided with jumping worm information. The study revealed a significant decrease in willingness to buy untreated potted plants after participants were informed about the detrimental effects of jumping worms. Furthermore, consumer willingness to buy treated potted plants increased when participants were informed about potential jumping worm treatment options. The findings of our study underscore the pivotal role of awareness and information in shaping consumer decisions regarding potted plants amid jumping worm infestations. These insights are essential for formulating effective communication and treatment strategies to mitigate the impact on ecosystems and the green industry.