The Effects of Individual Environmental Concerns on Willingness to Pay for Sustainable Plant Attributes

This study adds to the consumer choice literature by linking consumers’ environmental concern (EC) orientations (egoistic, altruistic and biospheric) to willingness to pay (WTP) premiums for proenvironmental attributes. Results from a mixed-ordered probit model showed that individuals were willing to pay a premium for energy-saving production practices (0. 131), non-plastic containers such as compostable (0. 227), plantable (0. 122), and recyclable (0. 155), and locally grown plants (0. 222). Individuals scoring high on the EC scale expressed higher WTP across all attributes—0. 148 for energy-saving practices, 0. 288 for locally grown plants, and 0. 255, 0. 143, and 0. 175 for compostable, plantable, and recyclable containers, respectively. Using the results, we discuss the practical implications for nursery and garden stores (i. e. , communicating product attributes related information to consumers).