Public perceptions of agricultural plastic: comparing shopper views of polyethylene and biodegradable mulch in Washington State

This study expands agro-sociological research on public perceptions of biodegradable plastic mulch by addressing three questions posed to direct-market and indirect-market shoppers in northwest Washington: (1) What is their general knowledge of plastic mulching practices? (2) What are their perspectives on soil-biodegradable plastic mulch (BDM) fragments in agricultural fields? and (3) Do they prefer biodegradable options over non-biodegradable plastics in agriculture? Rapid market assessments (RMAs) and semi-structured interviews incorporating photo elicitation were conducted at a farmers’ market and a bargain-market grocery store in Bellingham, Washington. RMAs ( n = 102; 51 per location) and semi-structured interviews ( n = 14) captured variation between direct- and indirect-market shoppers. Overall, most direct- and indirect-market shoppers participating in the RMAs did not associate plastic use with growing produce or view it as essential to modern agriculture. Interview participants were generally aware of non-biodegradable polyethylene (PE) mulch but were unfamiliar with BDMs. Once they learned that BDMs are designed to break down in soil through microbial activity, they expressed a clear preference for them. Although RMA results indicated that participants prefer neat-looking fields, interviewees expressed greater willingness to purchase produce grown with BDMs rather than PE mulch. Additionally, shoppers participating in interviews expressed a willingness to pay a price premium for produce grown with BDMs. Interview discussions revealed that consumer education—through signage, labeling, or other outreach—is critical to building awareness and acceptance of soil-biodegradable alternatives in agriculture.