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Open AccessArticle

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

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Food and Resource Economics Department, Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
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Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA
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Agricultural and Applied Economics, University of Georgia, Athens, GA 30602, USA
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Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN 55108, USA
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Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843, USA
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Department of Horticulture, Michigan State University, East Lansing, MI 48824, USA
*
Author to whom correspondence should be addressed.
Sustainability 2017, 9(10), 1743; https://doi.org/10.3390/su9101743
Received: 4 August 2017 / Revised: 5 September 2017 / Accepted: 16 September 2017 / Published: 27 September 2017
(This article belongs to the Section Environmental Sustainability and Applications)
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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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. https://doi.org/10.3390/su9101743

AMA Style

Khachatryan H, Rihn AL, Campbell B, Yue C, Hall C, Behe B. Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants. Sustainability. 2017; 9(10):1743. https://doi.org/10.3390/su9101743

Chicago/Turabian Style

Khachatryan, Hayk; Rihn, Alicia L.; Campbell, Benjamin; Yue, Chengyan; Hall, Charles; Behe, Bridget. 2017. "Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants" Sustainability 9, no. 10: 1743. https://doi.org/10.3390/su9101743

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