Consumer Willingness to Pay for Locally Grown Plants

Over the last decade there has been a move by many consumers to purchase locally grown products. Many studies have focused on food with limited studies examining plants. Utilizing a choice experiment in conjunction with latent class modeling with examine the impact of locally labeling and retail outlet on preference and willingness to pay for azaleas. Results indicate that only one of the latent classes, about 43% of the sample, valued locally labeling. Furthermore, the same class that valued local also preferred a nursery/greenhouse outlet over a home improvement center. Recommendations for the different retail outlets are given based on the results. 

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 Record created 2017-04-01, last modified 2019-08-30

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