Dr. Ariana Torres, Associate Professor in HLA and AGEC, is a co-author on a new paper, “Consumer Preferences for Wildlife-Friendly Native Plants in the United States,” published in the Journal of Environmental Horticulture (44(3):125-133). Using a discrete choice experiment with 2,011 U.S. plant purchasers, the study examines how wildlife-related labels influence willingness to pay for native and introduced plants. Consumers paid premiums for native options and for plants that attract songbirds or pollinators, but required discounts for plants that attract deer. The work was funded by the Horticultural Research Institute.
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