Visual attention to eco-labels predicts consumer preferences for pollinator friendly plants

Hayk Khachatryan; Alicia L. Rihn; Benjamin Campbell; Chengyan Yue; Charles Hall; Bridget Behe

doi:10.3390/su9101743

Visual attention to eco-labels predicts consumer preferences for pollinator friendly plants

Hayk Khachatryan, Alicia L. Rihn, Benjamin Campbell, Chengyan Yue, Charles Hall, Bridget Behe

Horticultural Science

Research output: Contribution to journal › Article › peer-review

37 Scopus citations

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.

Original language	English (US)
Article number	1743
Journal	Sustainability (Switzerland)
Volume	9
Issue number	10
DOIs	https://doi.org/10.3390/su9101743
State	Published - Sep 27 2017

Bibliographical note

Publisher Copyright:
© 2017 by the authors.

Keywords

Conjoint analysis
Eye tracking
Ordered logit model
Ornamental plants
Willingness to pay

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.3390/su9101743

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title = "Visual attention to eco-labels predicts consumer preferences for pollinator friendly plants",

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.",

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language = "English (US)",

volume = "9",

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T1 - Visual attention to eco-labels predicts consumer preferences for pollinator friendly plants

AU - Khachatryan, Hayk

AU - Rihn, Alicia L.

AU - Campbell, Benjamin

AU - Yue, Chengyan

AU - Hall, Charles

AU - Behe, Bridget

PY - 2017/9/27

Y1 - 2017/9/27

N2 - 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.

AB - 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.

KW - Conjoint analysis

KW - Eye tracking

KW - Ordered logit model

KW - Ornamental plants

KW - Willingness to pay

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Visual attention to eco-labels predicts consumer preferences for pollinator friendly plants

Abstract

Bibliographical note

Keywords

UN SDGs

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