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Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants

Author

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  • Hayk Khachatryan

    (Food and Resource Economics Department, Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA)

  • Alicia L. Rihn

    (Mid-Florida Research and Education Center, University of Florida, Apopka, FL 32703, USA)

  • Benjamin Campbell

    (Agricultural and Applied Economics, University of Georgia, Athens, GA 30602, USA)

  • Chengyan Yue

    (Departments of Applied Economics and Horticultural Science, University of Minnesota, St. Paul, MN 55108, USA)

  • Charles Hall

    (Department of Horticultural Sciences, Texas A&M University, College Station, TX 77843, USA)

  • Bridget Behe

    (Department of Horticulture, Michigan State University, East Lansing, MI 48824, USA)

Abstract

Recent declines in pollinator populations have led to widespread concern due to their impact on food/crop production and the environment. Contrary to growing interest in the use of insecticides in urban landscapes, the relationship between pollinator-related eco-labels, visual attention, and preferences for plants is less understood. The present study combines eye tracking and stated preference experiments to examine the effects of pollinator-related labels on consumers’ preferences and willingness to pay. Results show that the pollinator-friendly attribute positively correlates with consumers’ purchasing decisions and visual attention supports that relationship. Implications of mandatory labeling of pesticide content for the horticultural industry are discussed.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:9:y:2017:i:10:p:1743-:d:113414
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    References listed on IDEAS

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    2. Élan R. Alford & Sam Hoadley & Caroline R. Fazzini & Laura K. Reilly & Amy Highland & Ellen C. Lake & Jeffrey A. Downing, 2022. "Applying United Nations Sustainable Development Goals, Mt. Cuba Center Gardens with Native Plants and Grows Conservators," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    3. Chavez, Daniel E. & Palma, Marco A. & Nayga Jr., Rodolfo M., 2017. "When does real become consequential in non-hypothetical choice experiments?," 2018 Annual Meeting, February 2-6, 2018, Jacksonville, Florida 266327, Southern Agricultural Economics Association.
    4. Jerrod Penn & Wuyang Hu & Hannah J. Penn, 2019. "Support for Solitary Bee Conservation among the Public versus Beekeepers," American Journal of Agricultural Economics, John Wiley & Sons, vol. 101(5), pages 1386-1400, October.
    5. Zhang, Xumin & Khachatryan, Hayk & Gao, Zhifeng, 2020. "Using Mixed Logit Based Models to Control Attribute Nonattendance in Choice Experiments," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304547, Agricultural and Applied Economics Association.
    6. Hayk Khachatryan & Alicia Rihn & Bridget Behe & Charles Hall & Ben Campbell & Jennifer Dennis & Chengyan Yue, 2018. "Visual attention, buying impulsiveness, and consumer behavior," Marketing Letters, Springer, vol. 29(1), pages 23-35, March.
    7. Natália Munari Pagan & Karina Munari Pagan & Adriano Alves Teixeira & Janaina Moura Engracia Giraldi & Nelson Oliveira Stefanelli & Jorge Henrique Caldeira Oliveira, 2020. "Application of Neuroscience in the Area of Sustainability: Mapping the Territory," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 21(1), pages 61-77, June.
    8. Rihn, Alicia & Wei, Xuan & Khachatryan, Hayk, 2019. "Text vs. logo: Does eco-label format influence consumers’ visual attention and willingness-to-pay for fruit plants? An experimental auction approach," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 82(C).
    9. Kyriakos Riskos & Paraskevi (Evi) Dekoulou & Naoum Mylonas & George Tsourvakas, 2021. "Ecolabels and the Attitude–Behavior Relationship towards Green Product Purchase: A Multiple Mediation Model," Sustainability, MDPI, vol. 13(12), pages 1-22, June.
    10. 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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