Previous research has identified subjective and objective knowledge as determinants of consumers’ acceptance of genetically modified organisms (GMO) in the medical and food industries. In contrast to a large body of literature on the effects of attitudes or knowledge on food preferences, the extent to which consumers’ knowledge affects their valuation of non-GMO food producing plants (i.e., plants grown for food or ornamental purposes) is less understood. This manuscript investigates the relationship between consumers’ knowledge of relevant non-GMO certification programs and their acceptance and willingness-to-pay (WTP) for non-GMO plants. The first study used an Internet respondent panel and choice experiment, while the second study utilized an in-person experimental auction. In line with previously reported low public acceptance of genetically modified food products, respondents were receptive of and willing to pay premiums for non-GMO food producing plants. This study found that subjective and objective knowledge impacted the premiums for non-GMO labels, with the high subjective and low objective knowledge group generating the highest WTP. Low subjective and low objective knowledge resulted in the lowest WTP. Findings suggest a disconnect between subjective and objective knowledge of non-GMO certification programs, which in turn influences consumer valuation of those products.

Native plant use in United States (U.S.) ornamental landscapes is expected to increase in upcoming years. Various market, production, and economic factors may influence a nursery firm’s likelihood of growing and selling native plants. The objective of this study was to investigate production-related factors (e.g., integrated pest management (IPM) strategies, firm characteristics, and plant types sold) that impact commercial native plant sales in the U.S. The research questions included the following: (a) What production factors drive growers to produce native plants? (b) What production factors increase native plant sales? Insights on production-related factors that influence native plant production can be used to understand the decision-making process of native plant growers and encourage additional production of native plants to meet expected increases in demand. Data from the 2014 and 2019 Green Industry Research Consortium’s National Green Industry Survey were used to address this research objective. Green industry firms were categorized by their annual native plant sales, and an ordered probit model was used to assess differences in IPM strategies, firm characteristics, number of plant types grown, sales attributed to different plant types, and actions to address labor issues. In general, firms selling native plants participated in more IPM strategies, sold a more diverse array of plants, and used more sales avenues than non-native plant firms. IPM strategies varied by native plant sales, with firms generating higher native plant sales exhibiting a higher likelihood of removing infested plants, circulating air, managing irrigation, using beneficial insects, and planting pest resistant varieties as part of their IPM strategy than non-native plant firms. Annual native sales and paying higher wages were impacted by plant types sold. Understanding current production and business practices can help identify practices resulting in market success for native plants, the use of which can enhance sustainable landscapes by increasing biodiversity and ecosystem services.

Native plants are increasingly of interest to growers, wholesalers, and retailers as they seek to expand sales in this important plant category. A recent online survey of 2,066 Americans showed that while many consumers were interested in, and had made a purchase of, a native plant in the past 12 months, more than half believed they were either slightly or not at all knowledgeable about native plants. People who use more environmentally conscious gardening behaviors (e.g., composting, recycling containers, rain barrels, organic practices, pollinator friendly plants, plants requiring less irrigation) are more likely to view native plants as important in their gardens and landscapes. Three segments based on perceived importance of native plants were compared and marketing implications are discussed.

Ornamental plants provide many benefits to humans, including those that affect emotional/mental health, physiological health, social interactions, and economic/financial conditions. However, research related to consumers’ perceived value of ornamental plants has focused primarily on production methods that were used to produce plants, while consumers’ perceived intrinsic value of postpurchase benefits has not been addressed. There is potential for benefit information to generate value for consumers. Knowing consumers’ value for different plant benefits serves to inform green industry stakeholders as they consider their marketing strategies and whether to include benefit information as a part of their plant promotions. An online survey was conducted to elicit U.S. consumers’ willingness to pay (WTP) for lavender plants while displaying different plant benefit information. Participants randomly viewed one of eight plant benefit messages and indicated the maximum they were willing to pay for a lavender plant displaying that benefit. The benefits messages were categorized as cognitive, social, physical, emotional, environmental, aesthetic, educational, and economic based on prior literature. Tobit models were used to analyze the data. Compared to economic benefit information, the social benefit generated the largest premium (USD 6.75). Plant spending in 2020 and household income increased participants’ WTP for the lavender plants. Age had a negative impact on WTP.

The increasing demand for sustainable products has helped spur demand for native plants. This study used an online survey of 2066 US consumers, a factor analysis, and Ward’s linkage cluster analysis to identify unique customer segments in the native plant marketplace. The following three clusters were identified: native averse (31.6%), native curious (35.7%), and native enthusiast (32.7%). The native enthusiast cluster agreed strongly with positive statements related to native plant perceptions and attributes. The native averse cluster exhibited the lowest level of agreement with these items and the greatest level of agreement with negative or neutral statements about native plants. The native curious cluster was intermediate between the other clusters but generally agreed with positive attributes. Demographic characteristics impacted cluster membership. The marketing implications are discussed.

Microgreens are young plants used as ingredients and flavoring in various dishes. Their production time is short, and their production methods can be altered to enhance the nutritional content. To date, consumers’ preferences for microgreens that display different esthetic and nonesthetic traits have not been addressed. Additionally, consumers’ perceived risk of production methods used to enhance nutrition has not been investigated. An online survey and choice experiment involving a sample of 821 consumers in Tennessee were performed to investigate these topics. A mixed logit model was used to analyze the data. Both esthetic and nonesthetic traits influenced the consumers’ preferences. Green microgreens were preferred and valued more than light or dark purple microgreens. When fertilizer was used during production to enhance nutrients, consumers perceived the microgreens as riskier to the environment and for personal consumption relative to microgreens with light-induced nutrient enhancement. Using lighting during production to enhance nutrients generated a $0.47 to $0.79 premium relative to no nutrient enhancement. In general, if participants’ perceived risk aligned with the nutrient enhancement attribute (i.e., light, fertilizer), then their willingness to pay for the microgreens decreased. This was amplified for the fertilizer nutrient enhancement attribute more than it was for the light enhancement attribute. In-state production and microgreen height also impacted consumer preferences for microgreens.