IDEAS home Printed from https://ideas.repec.org/a/ags/jloagb/14676.html
   My bibliography  Save this article

Consumers' Valuation Of Disease-Resistant Nursery Stock: A Case Study Of Dogwoods

Author

Listed:
  • Gardner, Justin G.
  • Eastwood, David B.
  • Brooker, John R.
  • Klingeman, William E.

Abstract

This article summarizes a study of consumers' willingness to pay (WTP), in urban areas in Tennessee, Mississippi, and Michigan, for a powdery mildew resistant dogwood tree. Powdery mildew is a disease affecting flowering dogwoods that can limit growth, detract from the appearance, and may cause plant decline and death. Study objectives were to provide information about consumers' WTP and to identify potential marketing strategies for the introduction of the disease-resistant tree. On average, survey respondents indicated they are willing to pay a $13.35 premium for a flowering dogwood tree which is resistant to powdery mildew. Regression results led to inferences that the presence of dogwoods in a respondent's yard, presence of dogwoods infected with powdery mildew in a yard, landscape expenditures, presence of flower beds, landscape satisfaction, criteria for selecting plants and trees, retail outlets where respondents shop for landscape materials, geographic location, and income had significant effects on the WTP. Marketing implications include the need to provide information at the point of sale, to place the trees near flowering plants at outlets, and to interact with shoppers to determine characteristics of their yards.

Suggested Citation

  • Gardner, Justin G. & Eastwood, David B. & Brooker, John R. & Klingeman, William E., 2003. "Consumers' Valuation Of Disease-Resistant Nursery Stock: A Case Study Of Dogwoods," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 21(1), pages 1-14.
    • Handle: RePEc:ags:jloagb:14676
    DOI: 10.22004/ag.econ.14676
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/14676/files/21010103.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.14676?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nguyen, Hanh Tien & Ariyawardana, Anoma & Ratnasiri, Shyama, 2020. "Forest plantation owners' willingness to pay for hybrid nursery stock: The case of Acacia hybrids in Central Vietnam," Forest Policy and Economics, Elsevier, vol. 116(C).
    2. Pulkit Marwah & Yu Yvette Zhang & Mengmeng Gu, 2022. "Impacts of Crapemyrtle Bark Scale on Consumers and the Horticulture Industry," Sustainability, MDPI, vol. 14(3), pages 1-11, February.
    3. Henderson, James E. & Dunn, Michael A., 2007. "Investigating the Potential of Fee-Based Recreation on Private Lands in the Lower Mississippi River Delta," 2007 Annual Meeting, February 4-7, 2007, Mobile, Alabama 34822, Southern Agricultural Economics Association.

    More about this item

    Keywords

    Crop Production/Industries; Marketing;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:jloagb:14676. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aeaggea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.