Jung, H.; Chung, C. Consumers’ WTP for Sustainability Turfgrass Attributes with Consideration of Aesthetic Attributes and Water Conservation Policies. Agriculture2024, 14, 159.
Jung, H.; Chung, C. Consumers’ WTP for Sustainability Turfgrass Attributes with Consideration of Aesthetic Attributes and Water Conservation Policies. Agriculture 2024, 14, 159.
Jung, H.; Chung, C. Consumers’ WTP for Sustainability Turfgrass Attributes with Consideration of Aesthetic Attributes and Water Conservation Policies. Agriculture2024, 14, 159.
Jung, H.; Chung, C. Consumers’ WTP for Sustainability Turfgrass Attributes with Consideration of Aesthetic Attributes and Water Conservation Policies. Agriculture 2024, 14, 159.
Abstract
Abstract: This study estimates consumers’ willingness to pay (WTP) for sustainability turfgrass attributes such as low-input and stress-tolerance attributes, while considering potential trade-off relationships between aesthetic attributes and sustainability attributes. To address our objectives, our study conducts a choice experiment and estimates two mixed logit models. The first model includes low-input, winter kill, and shade-tolerance attributes as predictor variables, and the second model extends the first model by adding interaction terms between aesthetic and sustainability attributes. Another choice experiment is conducted under water policies with various water rate increase and watering restriction scenarios. Results from the mixed logit models show that overall, higher low-input cost reduction, less winter-damaged, and more shade-tolerance grasses are preferred, the direct effect of aesthetic attributes on consumers’ preference is strong, but the indirect effect represented by the interaction terms are generally statistically insignificant. Our results indicate that consumers like to have a pretty lawn, but no strong consideration is given to the aesthetics of their lawn when selecting low-input and stress-tolerance turfgrasses. Our choice experiment under water policy scenarios suggests that water pricing is more effective than watering restriction in increasing consumer demand for water-conserving turfgrasses.
Keywords
turfgrass attribute; missing attribute; trade-off relationship; water conservation policy
Subject
Social Sciences, Behavior Sciences
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
