Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments Academic Article uri icon


  • 2016 International Association of Agricultural Economists The strategic value of organic production and origin promotions may vary based on product end-use. Conjoint analysis and eye-tracking technology were used to investigate consumers purchase likelihood (PL) and visual search behavior for esthetic and food-producing ornamental plants. Organic production methods, in-state, and domestic origins positively impacted participants PL. Respondents visual attention to the organic production attribute had a strong positive effect on PL for food-producing plants as did sociodemographic variables. Findings imply that producers and retailers could successfully implement signage emphasizing organic production methods and origin designations to generate consumer interest.

published proceedings

  • Agricultural Economics

author list (cited authors)

  • Rihn, A., Khachatryan, H., Campbell, B., Hall, C., & Behe, B.

citation count

  • 33

complete list of authors

  • Rihn, Alicia||Khachatryan, Hayk||Campbell, Benjamin||Hall, Charles||Behe, Bridget

publication date

  • November 2016