GAINESVILLE, Fla. – People concerned with future consequences of their decisions will pay up to 16 cents more for eco-friendly plants, a new University of Florida study shows.
While 16 cents may not seem like much, researchers see any willingness to pay more to help the ornamental plants industry and the environment as good news.
Previous research has investigated the effects of perceived long-term consequences on people’s environmental behavior, including recycling or using public transportation. So UF food and resource economics assistant professor Hayk Khachatryan wanted to understand how differences in people’s perceptions of long- and short-term consequences affect plant preferences and purchase decisions.
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