ENVIRONMENTAL CONCERNS AND WILLINGNESS TO PAY FOR SUSTAINABLE ATTRIBUTES

The relationship between consumers’ environmental concerns (EC) and willingness to pay (WTP) for sustainable plant attributes was investigated using 2012 data from a representative panel of US and Canadian consumers.
The study linked three orientations of the EC scale (egoistic, altruistic, and biospheric) to WTP premiums for plant attributes such as grown locally and using compostable, plantable, and recyclable containers.
Results showed that while some individuals were willing to pay a premium for selected plant attributes that address eco-concerns, underlying individual level environmental concerns are heterogeneous, and not all eco motivations produce similar WTP.

I International Symposium on Horticulture Economics, Marketing and Consumer Research

H. Khachatryan, B.K. Behe, C.R. Hall, B.L. Campbell, J.H. Dennis

altruistic concerns, biospheric concerns, edible plants, egoistic concerns, environmental attributes, ornamental plants

https://doi.org/10.17660/ActaHortic.2015.1090.7