Consumers’ Perceptions for an Outdoor Ornamental Plant: Exploring the Influence of Novel Plant Diseases Diagnostics and Sustainable Nurseries Cultivation Management
Michel Frem,
Alessandro Petrontino,
Vincenzo Fucilli,
Barbara De Lucia,
Emanuela Tria,
Adele Annarita Campobasso,
Federica Calderoni,
Francesco Bozzo
Affiliations
Michel Frem
Sinagri s.r.l., Spin Off of the University of Bari-Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Alessandro Petrontino
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Vincenzo Fucilli
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Barbara De Lucia
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Emanuela Tria
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Adele Annarita Campobasso
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Federica Calderoni
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
Francesco Bozzo
Department of Soil, Plant and Food Sciences, University of Bari Aldo Moro, Via Amendola 165/A, 70126 Bari, Italy
A discrete choice experiment was conducted to assess the perceptions and willingness-to-pay of Italian consumers regarding plant diagnosis and sustainable cultivation attributes in outdoor ornamental plants, specifically Abelia × grandiflora. The results revealed that most Italian consumers place great importance on the health of ornamental plants during the purchasing process, with a preference for obtaining them from nursery facilities. Additionally, they demonstrated a willingness to pay a price premium for innovative plant diagnosis and sustainable cultivation in the production of A. × grandiflora, amounting to EUR 1.10 and EUR 0.90, respectively. These findings have significant implications for (i) nursery growers, enabling them to shape their sustainable nursery management and marketing strategies, and (ii) policymakers, facilitating the enhancement of communication strategies and the implementation of awareness campaigns aimed at promoting the sale of healthy Italian ornamental species, following the current EU regulation 2020/1201.
