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1 results

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

  • Chengyan Yue, Kari Hugie, Eric Watkins
  • Journal:
    Journal of Agricultural and Applied Economics / Volume 44 / Issue 4 / November 2012
    Published online by Cambridge University Press:
    26 January 2015, pp. 549-560

  • 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.