Eye-tracking is becoming an increasingly popular tool for understanding the underlying behavior driving human decisions. However, an important unanswered methodological question is whether the use of an eye-tracking device itself induces changes in participants’ behavior. We study this question using eight popular games in experimental economics chosen for their varying levels of theorized susceptibility to social desirability bias. We implement a simple between-subject design where participants are randomly assigned to either a control or an eye-tracking treatment. In seven of the eight games, eye-tracking did not produce different outcomes. In the Holt and Laury risk assessment (HL), subjects with multiple calibration attempts demonstrated more risk averse behavior in eye-tracking conditions. However, this effect only appeared during the first five (of ten) rounds. Because calibration difficulty is correlated with eye-tracking data quality, the standard practice of removing participants with low eye-tracking data quality resulted in no difference between the treatment and control groups in HL. Our results suggest that experiments may incorporate eye-tracking equipment without inducing changes in the economic behavior of participants, particularly after observations with low quality eye-tracking data are removed.

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.

This paper focused on providing evidence from the literature regarding the physiological health benefits associated with plants, thereby influencing the physiological, psychological, and cognitive well-being constructs affecting quality of life. These benefits are segmented and discussed using the following categories: better sleep, increased birthweights, decreased diabetes, decreased ocular discomfort, enhanced immunity, improved circadian functioning, improved rehabilitation, decreased cardiovascular and respiratory disease, decreased mortality, improved digestion, decreased allergies, increased physical activity, and improved cognitive development. This research should be strategically incorporated into both industry-wide and firm-specific marketing messages that highlight the quality of life value proposition in order to maintain the industry's sense of value and relevance to residential landscape consumers of the future. These findings also present evidence that municipal leaders and policymakers can use in justifying green infrastructure-related funding decisions, as well as grounds for the construction industry using biophilic design principles in ensuring the built environment offers opportunities for green space interactions. The green industry can play a pivotal role not only in providing plants of high quality for these applications but educating stakeholders regarding the benefits discussed herein. Index words: benefits of plants, emotional health, mental health

In the coming decades, no natural resource may prove to be more critical to human health and well-being than water. There is abundant evidence that the condition of water resources in many parts of the United States is deteriorating. In some regions of the country, the availability of sufficient water to meet growing domestic uses, and the future sufficiency of water to support the use of landscape plants where we live, work, and play is in doubt. Conservation through water efficiency measures and water management practices may be the best way to help resolve water problems. Yet, consumer perceptions and attitudes and behavior toward water conservation may differ widely, particularly in the presence of drought. This study sought to add to the current horticulture and water conservation literature by exploring consumer attitudes and behavior during real and perceived drought situations, especially in terms of their landscape purchases and gardening/landscaping activities. Study findings could better inform educational programs and marketing strategies, helping to ensure the future demand of Green Industry products and services. With a national sample of 1543 subjects, an online survey tool was used to classify respondents into categories based on whether they accurately perceived if the region in which they lived was experiencing drought. We hypothesized that consumers were heterogeneous in their attitudes and behavior regarding plants and water conservation, depending on their real and perceived drought situations, and that their attitudes affected their behavior regarding plant purchases. Results confirmed this hypothesis. Attitudes and behaviors for those who correctly perceived they were in drought were different from those who correctly perceived they were not in drought, as well as those who incorrectly did not perceive they were in an actual drought.

This paper examines the impact of intrinsic consumer attributes on decision consistency in houseplant purchasing intentions. Subjects reported their likelihood to buy (LTB) for themselves and as a gift at perceived bargain and getting expensive price levels. The sample was analyzed according to those who switched their LTB ratings to relatively lower values versus subjects who did not by using their demographic characteristics and responses to plant buying behavior questions. Secondly, subjects who had high initial purchase intents were analyzed versus those who had low initial purchase intents. The results indicate that inconsistent purchase decisions are more likely to occur at the perceived getting expensive price level than the perceived bargain price points. Additionally, there are very few demographic differences among the plant buyers who are consistent with their purchase intent versus inconsistent, indicating that external environmental cues may have more of an influence on purchase consistency than intrinsic cues. This information can be utilized by greenhouse and retail firms to understand when a consumer is less likely to change their plant purchase decision with a high initial intent. These price points can help firms optimize their current price offerings within the market and create dialogues with partnering box stores.

As more of the U.S. population urbanizes, freshwater resources will become more partitioned and scarcer. Live plants need water to become established and survive, but water demands vary by taxa. Additionally, outdoor household water use is becoming a greater target for watering restrictions, particularly landscape irrigation. Yet, how important is water conservation messaging in the context of a plant purchasing decision for outdoor plants? A ratings-based conjoint analysis of the water message, plant type, price, and plant guarantee was conducted using data from 288 subjects from three locales who rated their purchase intention to buy a plant from a retail merchandising display while using an eye-tracking device. Subjects were clustered by state of residency and, separately, their conjoint utility scores. Results indicate that water-related messaging does play a positive role in purchase intention. Residents of states who frequently experienced drought rated a water-saving message higher compared to residents of states who experienced relatively little drought. For some consumer groups, such as plant buyers, water savings are important and sought after. Green industry stakeholders should be aware of their region’s drought history and help develop point of purchase information to include water conservation messaging in retail displays.