A discrete choice experiment was conducted to assess the perceptions and willingness-topay of Italian consumers regarding plant diagnosis and sustainable cultivation attributes in outdoor ornamental plants, specifically Abelia × grandiflora. The results revealed that most Italian consumers place great importance on the health of ornamental plants during the purchasing process, with a preference for obtaining them from nursery facilities. Additionally, they demonstrated a willingness to pay a price premium for innovative plant diagnosis and sustainable cultivation in the production of A. × grandiflora, amounting to EUR 1.10 and EUR 0.90, respectively. These findings have significant implications for (i) nursery growers, enabling them to shape their sustainable nursery management and marketing strategies, and (ii) policymakers, facilitating the enhancement of communication strategies and the implementation of awareness campaigns aimed at promoting the sale of healthy Italian ornamental species, following the current EU regulation 2020/1201.
Consumers’ Perceptions for an Outdoor Ornamental Plant: Exploring the Influence of Novel Plant Diseases Diagnostics and Sustainable Nurseries Cultivation Management
Alessandro Petrontino;Vincenzo Fucilli;Barbara De Lucia;Emanuela Tria;Adele Annarita Campobasso;Federica Calderoni;Francesco Bozzo
2024-01-01
Abstract
A discrete choice experiment was conducted to assess the perceptions and willingness-topay of Italian consumers regarding plant diagnosis and sustainable cultivation attributes in outdoor ornamental plants, specifically Abelia × grandiflora. The results revealed that most Italian consumers place great importance on the health of ornamental plants during the purchasing process, with a preference for obtaining them from nursery facilities. Additionally, they demonstrated a willingness to pay a price premium for innovative plant diagnosis and sustainable cultivation in the production of A. × grandiflora, amounting to EUR 1.10 and EUR 0.90, respectively. These findings have significant implications for (i) nursery growers, enabling them to shape their sustainable nursery management and marketing strategies, and (ii) policymakers, facilitating the enhancement of communication strategies and the implementation of awareness campaigns aimed at promoting the sale of healthy Italian ornamental species, following the current EU regulation 2020/1201.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
