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Are Consumers Willing to Pay More for Low-Input Turfgrasses on Residential Lawns? Evidence from Choice Experiments

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  • Yue, Chengyan
  • Hugie, Kari
  • Watkins, Eric

Abstract

A choice experiment with real products was used to investigate consumer willingness to pay (WTP) for several low-input attributes of turfgrasses. The choice scenarios consisted of turfgrass plots, which varied in aesthetic quality characteristics and were labeled with differing levels of maintenance requirements (irrigation, fertilizer, etc.), shade adaptation, origin, and price. A mixed logit model was used to analyze the choice data and estimate consumer WTP. Our results suggest that low-input maintenance attributes significantly influence consumer choice behavior and identify a strong consumer preference for reduced irrigation and mowing requirements. The introduction of low-input turfgrasses could be a viable strategy for reducing the maintenance inputs and costs for residential lawn care.

Suggested Citation

  • Yue, Chengyan & Hugie, Kari & Watkins, Eric, 2012. "Are Consumers Willing to Pay More for Low-Input Turfgrasses on Residential Lawns? Evidence from Choice Experiments," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 44(4), pages 549-560, November.
    • Handle: RePEc:cup:jagaec:v:44:y:2012:i:04:p:549-560_02
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    Cited by:

    1. 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.
    2. Dong Hee Suh & Hayk Khachatryan & Alicia Rihn & Michael Dukes, 2017. "Relating Knowledge and Perceptions of Sustainable Water Management to Preferences for Smart Irrigation Technology," Sustainability, MDPI, vol. 9(4), pages 1-21, April.
    3. Khachatryan, Hayk & Rihn, Alicia & Wei, Xuan, 2021. "Consumers’ Preferences for Eco-labels on Plants: The Influence of Trust and Consequentiality Perceptions," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 91(C).
    4. Khachatryan, Hayk & Rihn, Alicia & Hansen, Gail & Clem, Taylor, 2020. "Landscape Aesthetics and Maintenance Perceptions: Assessing the Relationship between Homeowners’ Visual Attention and Landscape Care Knowledge," Land Use Policy, Elsevier, vol. 95(C).

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