US consumers’ willingness to pay for scouting and integrated pest management-related services offered by landscape service providers

Landscape pest management has traditionally relied on pesticides, but growing consumer interest in environmentally conscious practices is changing market expectations. A choice-based conjoint survey of 1,000 respondents evaluated willingness to pay for scouting-based integrated pest management (IPM) programs offered by landscape service providers. Attributes included spray reduction, biological controls, non-chemical controls, and price. Consumers were willing to pay ＄17.86 more per month for programs reducing sprays by at least four applications and up to ＄24.06 more when non-chemical controls were included. Results suggest scouting-based IPM services may represent a viable market opportunity for landscape service providers.