Willingness-to-pay Comparisons for Flats of Groundcover Plants in Plantable Containers: Consumers versus Commercial Buyers in Kentucky

Abstract

Increasing demand for groundcover plants and increasing consumer preference for more sustainable products encourage nursery crop producers and landscape management companies to assess efficiency and sustainable practices. Ajuga reptans ‘Bronze Beauty’ and Sedum kamtschaticum ‘Variegatum’ were grown in standard plastic containers or plantable containers (Ellepot and SoilWrap) and 12- or 18-count flats. These production alternatives were presented in personal surveys of commercial industry personnel and consumers to determine their willingness to pay for these attributes. A conjoint analysis revealed an affinity for both groups to purchase flats of groundcovers and preferred sedum over ajuga. Commercial buyers from larger companies were more likely to purchase plantable containers than those from smaller firms. Generally, flats of Ellepots were preferred over flats of SoilWraps and 18-count over 12-count flats by commercial buyers. Price had a negative impact on consumer willingness to pay. Consumers revealed no specific preference for the plantable containers, although preference for plastic containers declined with age and presence of children at home.