This study utilized and compared hypothetical conjoint analysis and non-hypothetical experimental auctions to elicit floral customers' WTP for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers but the...

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...

The environmental horticulture industry, also known as the “Green Industry”, is the second most important sector in the United States’ agricultural economy in terms of economic output and one of the fastest growing segments of agriculture; however, it has experienced a steady slowdown in...