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Sustainability 2017, 9(10), 1743; doi:10.3390/su9101743

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

1
Food and Resource Economics Department, Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
2
Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
3
Agricultural and Applied Economics, University of Georgia, Athens, GA 30602, USA
4
Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN 55108, USA
5
Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843, USA
6
Department of Horticulture, Michigan State University, East Lansing, MI 48824, USA
*
Author to whom correspondence should be addressed.
Received: 4 August 2017 / Revised: 5 September 2017 / Accepted: 16 September 2017 / Published: 27 September 2017
(This article belongs to the Section Sustainable Use of the Environment and Resources)
View Full-Text   |   Download PDF [1064 KB, uploaded 27 September 2017]   |  

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. View Full-Text
Keywords: conjoint analysis; eye tracking; ordered logit model; ornamental plants; willingness to pay conjoint analysis; eye tracking; ordered logit model; ornamental plants; willingness to pay
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Khachatryan, H.; Rihn, A.L.; Campbell, B.; Yue, C.; Hall, C.; Behe, B. Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants. Sustainability 2017, 9, 1743.

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