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

Research output: Contribution to journalArticlepeer-review

33 Scopus citations


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 languageEnglish (US)
Article number1743
JournalSustainability (Switzerland)
Issue number10
StatePublished - Sep 27 2017

Bibliographical note

Publisher Copyright:
© 2017 by the authors.


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


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