Market Potential for Specialty Compost Produced from Wool Waste

Abstract

In several regions of the United States, waste and “tag” wool are readily available, inexpensive, and considered low-quality because of weed seed contamination and stains from defecation. Because of an overabundance of waste and tag wool, some are landfilled. Previous research has indicated that wool or hair incorporated in potted plants can improve the water-holding capacity of the soil and act as a slow-release fertilizer. Furthermore, compost trials have demonstrated that wool produces a high-quality compost product. This study aimed to evaluate the market potential of wool-based compost to determine its commercial viability. To address this, we conducted in-depth interviews with lead user gardeners (n = 10) who used 1 yard of wool-based compost in their gardens over the course of 10 weeks and distributed a quantitative survey instrument to both lead users and general gardeners recruited from garden centers, nurseries, and horticulture classes (n = 256). Lead users responded positively to the wool-based compost and reported they would be willing to pay $6 to $7 per ft3. General gardeners who were less familiar with the product reported they were willing to pay at least a similar amount as that for typical market composts, but they suggested that they would pay more if characteristics such as “increases drought tolerance” were used in advertising. Our analysis indicated that the target audience for the wool-based compost is male gardeners older than 25 years who are concerned about the environment.

Keywords

• compost quality
• consumer behavior
• consumer preference
• sustainability
• waste management
• willingness to pay