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Are Consumers Willing to Pay More for Low-Input Turfgrasses onResidential Lawns? Evidence from Choice Experiments

Published online by Cambridge University Press:  26 January 2015

Chengyan Yue ,
Kari Hugie  and
Eric Watkins
Chengyan Yue
Affiliation:
Horticultural Marketing and Departments of Applied Economics and Horticultural Science, University of Minnesota
Kari Hugie
Affiliation:
Department of Horticultural Science, University of Minnesota
Eric Watkins
Affiliation:
Department of Horticultural Science, University of Minnesota
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Abstract

A choice experiment with real products was used to investigate consumerwillingness to pay (WTP) for several low-input attributes of turfgrasses.The choice scenarios consisted of turfgrass plots, which varied in aestheticquality characteristics and were labeled with differing levels ofmaintenance requirements (irrigation, fertilizer, etc.), shade adaptation,origin, and price. A mixed logit model was used to analyze the choice dataand estimate consumer WTP. Our results suggest that low-input maintenanceattributes significantly influence consumer choice behavior and identify astrong consumer preference for reduced irrigation and mowing requirements.The introduction of low-input turfgrasses could be a viable strategy forreducing the maintenance inputs and costs for residential lawn care.

Keywords

willingness to paychoice experimentlow-inputhome lawnirrigationmowing frequencyfertility requirementQ13Q58
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 44 , Issue 4 , November 2012 , pp. 549 - 560
Copyright
Copyright © Southern Agricultural Economics Association 2012

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