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Exploring Consumer Preferences for Potting Mix Characteristics Using Best-Worst Scaling

Author

Listed:
  • Penn, Jerrod
  • Medlock, Mallie
  • Kirk-Ballard, Heather
  • Hu, Wuyang

Abstract

Little is known about the preferences of US at-home gardeners for potting mix characteristics. This study uses a Best-Worst Scaling approach to evaluate consumer preferences for eleven characteristics of potting mix. The most important characteristics identified are formulated for specific plant or garden types, pre-mixed ingredients, and price. The least important are the brand, packaging, and home delivery. There is some variation in the relative importance of these potting mix characteristics depending on consumer demographics. This study guides Industry stakeholders and policymakers on product development while enhancing environmental sustainability.

Suggested Citation

  • Penn, Jerrod & Medlock, Mallie & Kirk-Ballard, Heather & Hu, Wuyang, 2025. "Exploring Consumer Preferences for Potting Mix Characteristics Using Best-Worst Scaling," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 57(1), pages 42-59, February.
    • Handle: RePEc:cup:jagaec:v:57:y:2025:i:1:p:42-59_3
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