Plants are often merchandised with minimal packaging, thus, consumers have only the plant itself (intrinsic cue) or information signs (extrinsic cues) on which to assess product and on which to base their purchase decision. Our objective was to explore consumers’ preference for select plant...

This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers’ willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable...