Understanding consumer preferences for potted plants: the role of phytosanitary diagnostics and eco-friendly cultivation practice

The production of Mediterranean plants in nurseries represents a frontier of innovation due to the emergence of destructive diseases, the impact of climate change, and the necessity for economic sustainability among producers. In this context, there is a crucial need for efficient plant disease diagnosis protocols, safe production processes, and sustainable multiplication techniques to effectively address these significant challenges. Plant diagnosis (PD) is a scientific process that identifies the presence or absence of biotic stresses in plants, including bacteria, viruses, fungi, nematodes, insects, arachnids, and weeds. It involves detecting, identifying, and distinguishing these organisms at different taxonomic levels. Recently, the detection of Xylella fastidiosa (Xf), a destructive bacterium affecting numerous plant species, has gained significant attention. Xf has caused substantial economic, social, and ecological damage in the Salento area of southern Italy (Cardone et al., 2022). The outbreak has negatively impacted the Apulian plant nursery business, leading to export restrictions and mandatory inspections in demarcated areas. To address these challenges, novel plant diagnosis assays using serological and molecular tests have been developed by academic institutions, research centers, and testing laboratories. These assays are crucial for regulatory decisions, reestablishing pest-free areas, trade purposes, pest eradication strategies, pest risk analysis, and addressing consumers' concerns. Continuous monitoring of quarantine pests like Xf can benefit nursery entrepreneurs by influencing consumers' perceptions and purchase decisions. Sustainable cultivation techniques (SCT) play a vital role in enhancing productivity, competitiveness, and promoting the commercialization of ornamental plants while reducing environmental impacts. Producers, including plant nurseries, are increasingly adopting sustainable production practices to meet consumers' concerns and gain a competitive advantage. Responsible consumption and consumers' preferences for environmentally friendly products also drive producers to adopt eco-friendly inputs and production methods (Grymshi et al., 2021). The use of bio-stimulators, such as auxins and seaweed extracts, aligns with sustainability goals by promoting balanced growth and root development in ornamental species. Understanding consumers' willingness-to-pay (WTP) for sustainable cultivation techniques is crucial to achieve these goals. Previous research has explored consumer preferences for ornamental plants, focusing on attributes like physical appearance, local production, eco-friendly cultivation techniques, and price. However, limited research has investigated Italian consumers' preferences and estimated their WTP for specific attributes of ornamental plants. In this context, a research project called "ProDiQuaVi" aims to transfer protocols for quarantine and harmful organisms and improve sanitary materials for the Apulian nursery sector. As part of this project, a study was conducted to investigate whether potted ornamental plants diagnosed and produced using sustainable cultivation techniques would command a price premium compared to conventional plants. A Discrete Choice Experiment (DCE) approach was employed (Train, 2000) to elicit consumers' preferences and WTP for labelling information about plant diagnosis and cultivation techniques. The study focused on Italian consumers' behavior and WTP for labeling information and how it interacts with plant prices. It fills a literature gap by exploring plant diagnosis and sustainable cultivation attributes simultaneously using a DCE. The findings have implications for nursery growers and policymakers in planning production, marketing, and regulations related to plant health. This study enhances understanding of consumers' choice behavior for non-edible outdoor potted plants in Apulia, aiding nursery growers in marketing strategies and policymakers in communication and compliance with EU regulations. Econometric models, such as Latent Class Model, were used to analyze DCE data and interpret the results.