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Over the last decade, there has been a move by many consumers to purchase locally grown products. Many studies have focused on food with limited studies examining plants. Using an online survey of Connecticut residents in conjunction with a choice experiment, we examine the impact of various attributes (e.g., local labeling, retail outlet, color, bloom, and price) on preference and willingness to pay (WTP) for azaleas. Results of the latent class model (LCM) indicate that only one of the latent classes, ≈43% of the sample, valued local labeling. Furthermore, the same class that valued local also preferred a nursery/greenhouse outlet over a home improvement center/mass merchandiser. Recommendations for the different retail outlets are given based on the results.

Consumer Preference and Willingness to Pay for Azaleas: Effect of State Labeling and Various Types of Retail Outlets