approximately
About The Series
Researchers share their sustainability
research and how it benefits growers in
the Demand For Sustainability series.
Part 1: Consumer willingness to pay
for biodegradable containers
(January)
Part 2: Producer sustainability adoption
rates (February)
Part 3: Floral consumer recycling
behaviors (March)
Part 4: Container style preferences
(April)
Part 5: Levels of interest in local/
organic plants (May)
Profit Center
Special Series
straw
resin from poultry feathers
coir
rice hulls
cow manure
peat
wheat
recycled plastic
Top tier of similarly rated biodegradable containers
Lower tier of similarly rated biodegradable containers
Figure 1. Stated preference questions soliciting
consumer willingness to pay ratings
for containers not included in the conjoint
analysis or experimental auction portion of
the study with virgin plastic pots used as
the base comparison. Only the pot itself was
evaluated versus the pot and plant combination
in the other portions of the study.
42
Greenhouse Grower April 2011
84 percent of consumers valued a biodegradable potting container to the traditional plastic pot. Furthermore, four of
the six market segments identified (or 73
percent of consumers) were found to rely
more heavily on the potting container as
a driver of purchase than price, carbon
footprint or composition of waste.