Are Homeowners Willing to Pay for "Origin-Certified" Plants in Water-Conserving Residential Landscaping?
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This study investigates the value of local origin-labeling for a nonfood product by
evaluating Nevada homeowner purchase propensity for “NevadaGrown” native plants for
water-conserving residential landscaping. Homeowner survey results illustrate that homeowners
may be willing to pay as much as a 14% premium for origin-certified native
plants. WTP estimates are higher when uncertain responses are incorporated into the
bidding structure. Preferences for local production and drought resistance in plants are
the primary drivers of purchasing decisions in the absence of uncertain responses, while
income levels and preferences for natural plant appearance additionally affect purchasing
decisions when uncertainty is incorporated.