Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants
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© 2017 by the authors. 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.
author list (cited authors)
Khachatryan, H., Rihn, A. L., Campbell, B., Yue, C., Hall, C., & Behe, B.