Consumer’s Preference and Willingness to Pay for Different Turfgrass Varieties in the Southern Region of the United States
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This study determines the consumer’s preference for different turfgrass varieties using two different stated choice methods discrete choice and best-worst methods. Results shows that the ranking of turfgrass attributes were more homogenous across states using best-worst method compared to discrete choice method. These two methods yielded similar rankings for drought tolerant and low maintenance turf, but different rankings for shade tolerant and low purchase price turf.