Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments

Abstract

The strategic value of organic production and origin promotions may vary based on product end-use. Conjoint analysis and eye-tracking technology were used to investigate consumers’ purchase likelihood (PL) and visual search behavior for esthetic and food-producing ornamental plants. Organic production methods, in-state, and domestic origins positively impacted participants’ PL. Respondents’ visual attention to the organic production attribute had a strong positive effect on PL for food-producing plants as did sociodemographic variables. Findings imply that producers and retailers could successfully implement signage emphasizing organic production methods and origin designations to generate consumer interest.