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Are Homeowners Willing to Pay for "Origin-Certified" Plants in Water-Conserving Residential Landscaping?

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  • Curtis, Kynda R.
  • Cowee, Margaret W.

Abstract

This study investigates the value of local origin-labeling for a nonfood product by evaluating Nevada homeowner purchase propensity for “NevadaGrown” native plants for water-conserving residential landscaping. Homeowner survey results illustrate that homeowners may be willing to pay as much as a 14% premium for origin-certified native plants. WTP estimates are higher when uncertain responses are incorporated into the bidding structure. Preferences for local production and drought resistance in plants are the primary drivers of purchasing decisions in the absence of uncertain responses, while income levels and preferences for natural plant appearance additionally affect purchasing decisions when uncertainty is incorporated.

Suggested Citation

  • Curtis, Kynda R. & Cowee, Margaret W., 2010. "Are Homeowners Willing to Pay for "Origin-Certified" Plants in Water-Conserving Residential Landscaping?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(1), pages 1-15.
    • Handle: RePEc:ags:jlaare:61066
    DOI: 10.22004/ag.econ.61066
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    File URL: https://ageconsearch.umn.edu/record/61066/files/JARE_Apr2010__08_pp118-132.pdf
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    Cited by:

    1. Perry, Gregory M., 2012. "WAEA Presidential Address Deciding Where to Publish: Some Observations on Journal Impact Factor and Article Influence Score," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 37(3), pages 1-14.
    2. Fan, Yubing & McCann, Laura E., 2015. "Households' Adoption of Drought Tolerant Plants: An Adaptation to Climate Change?," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205544, Agricultural and Applied Economics Association.
    3. Kim, Hyo-Jin & Lee, Hye-Jeong & Yoo, Seung-Hoon, 2018. "Are South Korean people willing to pay for official development assistance for building renewable power plants in developing countries?," Energy Policy, Elsevier, vol. 118(C), pages 626-632.
    4. Hayk Khachatryan & Alicia L. Rihn & Benjamin Campbell & Chengyan Yue & Charles Hall & Bridget Behe, 2017. "Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants," Sustainability, MDPI, vol. 9(10), pages 1-14, September.
    5. Minor, Josh & Campbell, Benjamin & Waltz, Clint & Berning, Joshua, 2018. "Water Savings and Return on Investment of a New Drought Resistant Turfgrass," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266602, Southern Agricultural Economics Association.
    6. Fan, Yubing & McCann, Laura & Qin, Hua, 2017. "Households’ Adoption of Drought Tolerant Plants: An Adaptation to Climate Change?," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 42(2), May.

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    Keywords

    Resource /Energy Economics and Policy;

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