Plant the pot! Understanding consumer willingness to pay for sustainability in garden shop products

This study explores consumer preferences for various sustainability attributes in gardening pots using a discrete choice experiment. Data were collected from 499 respondents in garden shops across Milan and Monza, Italy. The study examines different aspects of sustainability, focusing on attributes that influence consumer purchasing decisions, such as the use of renewable energy, recycled material usage, ethical certification, and end-of-life options (recyclable, reusable, and biodegradable pots). The primary objectives are to determine consumers' preferences and the relative importance of these sustainability attributes in gardening pots and assess the impact of educational information on these preferences and willingness to pay. A mixed logit model is employed to capture the variations in preferences across the entire sample, providing a detailed analysis of the average willingness to pay for each sustainability attribute. A latent class model aimed to identify distinct segments within the sample, revealing specific groups of consumers with unique preference patterns and varying monetary evaluations for sustainable features. The results indicate strong preferences for reusable and recyclable pots, followed by biodegradable options and products made with recycled materials. Additionally, providing consumers with educational information about the environmental impacts of plastic pots significantly influenced their preferences and willingness to pay. This study contributes to the body of knowledge by offering detailed insights into consumer behaviour towards sustainable gardening products and their relative importance and providing actionable recommendations for policymakers and marketers to foster sustainable consumption practices.