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Willingness to Pay for Rose Attributes: Helping Provide Consumer Orientation to Breeding Programs

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  • Chavez, Daniel E.
  • Palma, Marco A.
  • Byrne, David H.
  • Hall, Charles R.
  • Ribera, Luis A.

Abstract

Floriculture value exceeds $5.8 billion in the United States. Environmental challenges, market trends, and diseases complicate breeding priorities. To inform breeders’ and geneticists’ research efforts, we set out to gather consumers’ preferences in the form of willingness to pay (WTP) for different rose attributes in a discrete choice experiment. The responses are modeled in WTP space, using polynomials to account for heterogeneity. Consumer preferences indicate that heat and disease tolerance were the most important aspects for subjects in the sample, followed by drought resistance. To the best of our knowledge, this is the first study to identify breeding priorities in rosaceous plants from a consumer perspective.

Suggested Citation

  • Chavez, Daniel E. & Palma, Marco A. & Byrne, David H. & Hall, Charles R. & Ribera, Luis A., 2020. "Willingness to Pay for Rose Attributes: Helping Provide Consumer Orientation to Breeding Programs," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 52(1), pages 1-15, February.
    • Handle: RePEc:cup:jagaec:v:52:y:2020:i:1:p:1-15_1
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    Cited by:

    1. Pulkit Marwah & Yu Yvette Zhang & Mengmeng Gu, 2022. "Impacts of Crapemyrtle Bark Scale on Consumers and the Horticulture Industry," Sustainability, MDPI, vol. 14(3), pages 1-11, February.

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