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Horticultural trade is recognized as an important vector in promoting the introduction and dispersal of harmful non-native plant species. Understanding horticulturists' perceptions of biotic invasions is therefore important for effective species risk management. We conducted a large-scale survey among horticulturists in Switzerland ( N  = 625) to reveal horticulturists' risk and benefit perceptions from ornamental plant species, their attitudes towards the regulation of non-native species, as well as the factors decisive for environmental risk perceptions and horticulturists' willingness to engage in risk mitigation behavior. Our results suggest that perceived familiarity with a plant species had a mitigating effect on risk perceptions, while perceptions of risk increased if a species was perceived to be non-native. However, perceptions of the non-native origin of ornamental plant species were often not congruent with scientific classifications. Horticulturists displayed positive attitudes towards mandatory trade regulations, particularly towards those targeted against known invasive species. Participants also expressed their willingness to engage in risk mitigation behavior. Yet, positive effects of risk perceptions on the willingness to engage in risk mitigation behavior were counteracted by perceptions of benefits from selling non-native ornamental species. Our results indicate that the prevalent practice in risk communication to emphasize the non-native origin of invasive species can be ineffective, especially in the case of species of high importance to local industries and people. This is because familiarity with these plants can reduce risk perceptions and be in conflict with scientific concepts of non-nativeness. In these cases, it might be more effective to focus communication on well-documented environmental impacts of harmful species.

Are Non-Native Plants Perceived to Be More Risky? Factors Influencing Horticulturists' Risk Perceptions of Ornamental Plant Species