This study adds to the consumer choice
literature by linking consumers’ environmental concern (EC) orientations
(egoistic,
altruistic and biospheric) to willingness to pay
(WTP) premiums for proenvironmental attributes. Results from a
mixed-ordered
probit model showed that individuals were willing
to pay a premium for energy-saving production practices ($0.131),
non-plastic
containers such as compostable ($0.227), plantable
($0.122), and recyclable ($0.155), and locally grown plants ($0.222).
Individuals
scoring high on the EC scale expressed higher WTP
across all attributes—$0.148 for energy-saving practices, $0.288 for
locally
grown plants, and $0.255, $0.143, and $0.175 for
compostable, plantable, and recyclable containers, respectively. Using
the
results, we discuss the practical implications for
nursery and garden stores (i.e., communicating product attributes
related
information to consumers)
Plants
Temporal range:
Early Cambrian to recent, 520–0Ma
.
1. Food and Resource Economics Department and Mid-Florida Research and Education Center, University of Florida, 2725 S. Binion Road, Apopka, FL 32703
2. Department of Agricultural and Resource Economics, University of Connecticut, 3107 Horsebarn Hill Road, Storrs, CT 06269
3. Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843
4. Department of Horticulture, Michigan State University, East Lansing, MI 48824
5. Department of Horticultural Science and Department of Applied Economics, University of Minnesota, St. Paul, MN 55108
6. Departments of Horticulture and Landscape Architecture and Agricultural Economics, Purdue University, West Lafayette, IN 47907
HortScience via American Horticultural Society http://hortsci.ashspublications.org
HortScience via American Horticultural Society http://hortsci.ashspublications.org
Keywords: altruistic concerns, biospheric concerns, edible plants, egoistic concerns, environmental attributes, ornamental plants
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