Consumer Preferences for Traditional, Neonicotinoid-free, Bee-friendly, or Biological Control Pest Management Practices on Floriculture Crops

Abstract

Neonicotinoids have recently been implicated by the media as a contributing factor to the decline of honey and bumblebees. We sought to better understand consumer perceptions and willingness to pay for traditional, neonicotinoid-free, bee-friendly, or biological control pest management practices as growers may seek alternative management practices to systemetic insecticides. We conducted a nationwide Internet survey (n = 3082), where consumers answered attitudinal, comprehension, likelihood-to-buy, and demographical questions about indoor (marketed in 10-cm pots) and outdoor (marketed in 30-cm hanging baskets or 10-cm pots) floriculture products. The likelihood-to-buy questions were analyzed using conjoint analysis to determine which attributes had the greatest part-worth scores or which ones were viewed most positively by survey respondents. Of the total participants, 65.1% (n = 2002) of the subjects had purchased an annual flowering plant in the 12 months before the survey. Respondents reported that the most important plant health and appearance factors that affect their purchasing decisions were that the flowering plants have no plant damage, while the second most important factor was that plants have no insects on them. The least important factor in the ranking of stated importance was that no neonicotinoid insecticides were used during the production of the plant. This finding may have resulted from 56.6% of all participants who reported that they did not understand the term. For those who viewed the indoor 10-cm flowering plants (n = 1052), the plant species accounted for 41.2% of the decision to purchase the plant, followed by production type (32.8%) and price (26.0%). All three product attributes were of equal importance to the subjects who viewed the outdoor 10-cm flowering plants (n = 1024), whereas only price had a lower relative importance when compared with production type and species for those who viewed the 30-cm hanging baskets (n = 1006). Across all three studies, use of the term “bee-friendly” had the greatest economic value because it had the highest part-worth utility score, or the greatest willingness-to-buy. For the subjects who viewed the outdoor plants, “bee-friendly” and “use of beneficial insects” had greater economic value (with positive part-worth utility scores), but “neonicotinoid-free” and “traditional insect control” both had negative part-worth utility scores, indicating they were valued less and detracted from the dollar value of the plant. The term “bee-friendly” was worth up to five times more to those respondents that had bought a plant in the last 12 months compared with those who had not. Therefore, if ornamental plants are labeled with pest management practices, most consumers value the term “bee-friendly” more and will likely discount products labeled “neonicotinoid-free.”