S05 - Session P3 - Effects of negative and neutral pollinator related information on consumer preferences for ornamental plants

Authors: Hayk Khachatryan *, Xuan Wei

In this presentation, researchers will discuss how pollinator related information (negative and neutral) impact consumers' preferences for product labels disclosing the absence or presence of pollinator friendly practices. To investigate consumers' knowledge about neonicotinoid pesticides and preferences for neonicotinoid-free ornamental plants, we conducted an online choice experiment by incorporating two different information treatments regarding the scientific evidence on the impact of neonicotinoids on pollinators. Survey participants were randomly assigned to either the status quo control group or one of the treatment groups. A mixed logit regression model was used to estimate consumers' preferences for neonicotinoid labelling in addition to other environmentally friendly production attributes. Results showed that the effects of the information treatments were asymmetric, with the negative information treatment having a larger impact on individual choices. Using experimental procedures, researchers also investigated the extent to which preexisting knowledge toward neonicotinoids and pollinators impacts consumers' preferences.