2019 ASHS Annual Conference

The debate surrounding the use of neonicotinoid pesticides in the U.S. has been receiving more public attention due to its increasing risk on pollinators. Despite the importance of end users’ feedback, little is known about how individual consumers would react to the labeling of neonicotinoids, and how they value this additional point of sale cue. To investigate consumers’ knowledge about neonicotinoid pesticides and preferences for neonicotinoid-free ornamental plants, we conducted an online choice experiment with 1200 participants. The effects of negative and neutral information were tested by incorporating two different information treatments regarding the scientific evidence on the impact of neonicotinoid on pollinators. Survey participants were randomly assigned to either the status quo control group or one of the treatment groups. A mixed logit model was used to estimate consumers’ preferences for labels indicating the presence or absence of neonicotinoids, as well as several environmentally friendly production attributes. Implications for relevant policy and industry stakeholders will be discussed.