Consumers’ willingness to pay for plants protected by beneficial insects – Evidence from two stated-choice experiments with different subject pools

•We carried out two behavioral experiments with different subjects pools.•Consumers prefer edible and non-edible plants protected by beneficial insects.•We find that a gain framing produces greater overall willingness to pay.•We mitigate concerns about social desirably and hypothetical biases. We in...

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Vydané v:Food policy Ročník 102; s. 102100
Hlavní autori: Lehberger, Mira, Grüner, Sven
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Elsevier Ltd 01.07.2021
Predmet:
basil
Biological control
Ericaceae
food policy
Framing experiments
Germany
greenhouse production
Hypothetical bias
Replication study
Social desirability
Willingness to pay
Germany
Replication study
Hypothetical bias
Social desirability
Willingness to pay
Biological control
Framing experiments
ISSN:0306-9192, 1873-5657
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Shrnutí:•We carried out two behavioral experiments with different subjects pools.•Consumers prefer edible and non-edible plants protected by beneficial insects.•We find that a gain framing produces greater overall willingness to pay.•We mitigate concerns about social desirably and hypothetical biases. We investigate consumers’ willingness to pay for edible and non-edible plants protected by beneficial insects and those protected by pesticides, respectively, as well as the influence of message framing on willingness to pay. We use basil, heather, and orchids as experimental objects in two stated-choice experiments (one lab-in-the-field experiment and one online experiment) conducted in Germany. In both experiments, we find strong evidence that consumers prefer plants protected by beneficial insects. Moreover, we find that message framing affects consumers’ willingness to pay, where gain framing produces greater overall willingness to pay. To check for the robustness of our results, we implemented instruments to mitigate concerns for social desirability and hypothetical bias, finding that our results are robust in terms of our key findings. This is the first comprehensive experimental study specifically on consumer’s willingness to pay for plants protected by beneficial insects. Our findings are valuable for practitioners, as the use of beneficial insects in greenhouse production is already rather common. Following our results, this information could be successfully used for marketing purposes.
Bibliografia:ObjectType-Article-1
SourceType-Scholarly Journals-1
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content type line 23
ISSN:0306-9192
1873-5657
DOI:10.1016/j.foodpol.2021.102100