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Christmas trees sales are considerable throughout the U.S. Understanding the drivers of purchase for Christmas trees, especially the impact of retail outlet and local label, is critical for producers and policy makers within states with tree production. Utilizing data from a choice experiment Connecticut residents in combination with latent class modeling we find that Christmas tree height is important to all latent classes but tree species had less of an impact. Furthermore, we find that a grown in CT label does not influence all consumers, though a majority of our sample had a preferential view and would pay a premium for a CT trees. With respect to retail location, we find that nursery/greenhouse and choose and cut retail outlets are preferred by a majority of consumers, but not by all consumers. Recommendations for the varying retail outlets are provided.


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