Does Consumer Awareness of Neonicotinoid Insecticides Influence Their Preferences for Plants?

Consumer awareness of neonicotinoid (neonic) insecticides is growing (in part) due to increased publicity and media attention. Environmental groups want neonic insecticides to be banned because of their perceived potential negative consequences on non-target species (especially bees and other pollinator insects). Several retail outlets and governmental agencies are now requiring the ornamental horticulture industry (hereafter, green industry) to label plants grown using neonic insecticides. While the scientific value of the mandatory labeling policies are debatable, neonic labeling may negatively influence consumers’ demand for plants. Research on consumers’ awareness of neonic insecticides are limited, and the extent to which awareness influences preferences and shopping behavior is less understood. This manuscript addresses these research gaps by investigating correlations between awareness of neonic insecticides, knowledge about related topics (e.g., gardening, pollinator insect health), and purchase likelihood, using an online survey of 921 U.S. consumers. Results indicate that only 24% of surveyed plant purchasers are aware of neonic insecticides. Consumers who are aware of neonic insecticides are more knowledgeable about plants that improve pollinator health and entomology than those who are not aware. Labels with ‘neonic-free’ wording were the least preferred and influential pollinator related in-store promotion. However, awareness of neonic insecticides was positively correlated with consumers’ purchase likelihood for ‘neonic-free’ plants. Overall, awareness influences consumers’ shopping behavior which could necessitate altering green industry pest management strategies as consumers’ awareness of neonic insecticides increases due to the negative publicity surrounding it.