2019 ASHS Annual Conference

There is an ongoing debate about the effects of neonicotinoid insecticides related regulations and labeling practices on market demand in the Green Industry. Although consumers are becoming more interested in sustainably produced products, consumer awareness of neonics is low which highlights the uncertainty around the marketplace’s response to neonic-free labels. This study pairs a producer survey with a consumer study to assess differences in neonicotinoids related production costs and perceptions about mandatory and voluntary labeling regulation. Results demonstrate that producers anticipate increased costs of production if neonics are banned from production practices. Consumers show low awareness and knowledge of neonics but an increased value for neonic-free plants. Producers strongly oppose mandatory labeling while consumers largely support mandatory labeling of neonic use in plant production. Lastly, effective neonic related labeling phrases are explored from distinct producer and consumer viewpoints.