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dc.contributor.authorHartter, David L.en
dc.date.accessioned2014-03-14T20:43:28Zen
dc.date.available2014-03-14T20:43:28Zen
dc.date.issued2012-08-01en
dc.identifier.otheretd-08142012-065809en
dc.identifier.urihttp://hdl.handle.net/10919/34538en
dc.description.abstractProduct labeling is increasingly used as a tool to differentiate products with public and private benefits that cannot be readily evaluated by a consumer at the time of purchase. Our research investigates how a labeling program may be applied in the sale of ornamental plants to address two key issues; plant disease and irrigation water use. A choice modeling survey was utilized to estimate consumers' willingness to pay a premium for six ornamental plants with disease-free and/or water conservation certification labels. The results of the mixed logit models show consumers are willing to pay a premium for plants certified as disease-free and/or produced with water conservation practices. The results strongly suggest producers can recoup some of the costs of implementing water conservation measures such as water recycling and disease control measures amid regulatory and drought concerns. Our research also investigated consumers' preferences for multiple third party certifying authorities and whether preferences for the labels varied among consumers. The results showed ornamental plant consumers did not reveal a preference for a particular certifying authority. The results are mixed as to whether willingness to pay for the labels varies among respondents. We show willingness to pay does vary among respondents for three of the plant models indicating preference heterogeneity.en
dc.publisherVirginia Techen
dc.relation.haspartHartter_DL_T_2012.pdfen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectWillingness to payen
dc.subjectmixed logiten
dc.subjectornamental plantsen
dc.subjectthird-party certificationen
dc.subjectwater conservationen
dc.subjectproduct labelingen
dc.subjectwater-borne diseaseen
dc.titleUnderstanding consumers' ornamental plant preferences for disease-free and water conservation labelsen
dc.typeThesisen
dc.contributor.departmentAgricultural and Applied Economicsen
dc.description.degreeMaster of Scienceen
thesis.degree.nameMaster of Scienceen
thesis.degree.levelmastersen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.disciplineAgricultural and Applied Economicsen
dc.contributor.committeememberHarris, James Rogeren
dc.contributor.committeememberMoeltner, Klausen
dc.identifier.sourceurlhttp://scholar.lib.vt.edu/theses/available/etd-08142012-065809/en
dc.contributor.committeecochairBoyle, Kevin J.en
dc.contributor.committeecochairPease, James W.en
dc.date.sdate2012-08-14en
dc.date.rdate2012-08-27en
dc.date.adate2012-08-27en


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