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.

Certain pesticides are coming under scrutiny because of their impact on pollinator insects. Although most consumers express willingness to aid pollinators, the reasons for consumers’ preferences or barriers to purchasing pollinator-friendly plants and the types of pollinators’ that consumers are trying to protect are less understood. Using an online survey of 1200 Connecticut (CT) consumers, of which 841 had home landscapes, we find that 46% of consumers with home landscapes purchased pollinator-friendly plants to attract pollinators to their landscape. Consistent with past research that focused on consumers’ preferences for pollinator-friendly plants, the data also reveal that some consumers are willing to pay premiums for plants that contribute to pollinator’s health. However, only 17% stated that attracting pollinators was their primary motivation; a finding that suggests labeling alone will likely not motivate consumers to purchase plants. The major barriers to purchasing pollinator-friendly plants included lack of labeling (cited by 28%), followed by high price (28%). Consumers purchasing pollinator-friendly plants were trying to attract butterflies (Lepidoptera) (78%), bees (Apidae) (59%), hummingbirds (Trochilidae) (59%), and other birds (41%). We also find that demographics and purchasing behavior affect barriers and types of pollinators desired. Simply labeling plants has the potential to increase purchasing, but increasing price could be detrimental as many consumers feel pollinator-friendly plants are highly priced. Implications for ornamental horticulture stakeholders are discussed.

A choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.

The Coronavirus pandemic has resulted in firms and consumers quickly adjusting their shopping strategies to facilitate sales while maintaining safety recommendations. Two strategies frequently employed by plant retailers include curbside pickup and online sales/delivery. Using an online survey of Southeastern U.S. consumers, this study assessed the relationship between consumers' concerns related to the pandemic, stay‐at‐home orders, purchasing behaviors, and perceived future shopping habits. Interestingly, 57% of respondents indicated they were going to revert back to their prepandemic shopping habits after the pandemic. Respondents who had adopted online plant‐purchasing habits were less likely to revert back to their prepandemic habits, whereas respondents currently participating in the curbside pickup were more likely to go back to their prepandemic habits. Population density, income, and COVID‐19 concerns (index) also impacted postpandemic shopping habits or behavior. [EconLit Citations: Q13]

The COVID-19 pandemic altered the way many consumers and businesses transacted business. Concerning the green industry, many households began gardening and/or purchased more green industry products. As the pandemic ends and households begin to return to normal, green industry firms need to understand this new normal. Using an online national survey of households, we assessed which households were more likely to remain in the market after entering during the height of the pandemic (2020). Findings indicated that younger consumers (i.e., Millennials and younger individuals who were born in 1985 or after) were less likely to indicate they always garden (before the pandemic) but more likely to have started gardening during the pandemic and perceived that they would not continue to garden as states returned to normal (2021). This age group was also more likely to not have gardened in 2020, but they intended to garden in 2021. This finding shows a dichotomy in gardening preferences in this young age group. Further findings indicated that race, household income, number of children in the household, and the impact of the pandemic on the household also help explain the household’s decision to garden or not.

Community-supported agriculture (CSA) operators are becoming more innovative in their efforts to attract consumers to become CSA shareholders. Therefore, CSA operators must understand which attributes consumers value. Using an online survey of Connecticut consumers in conjunction with a choice experiment, we evaluate consumer preference and willingness to pay for various attributes, including risk mitigation. We find younger consumers are more likely to prefer CSAs with organic products, while a greater diversity of products in the CSA share will increase preference for a CSA for some consumers. Further, we find that consumers with and without CSA experience value the risk-mitigation attribute.