Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants

Recent declines in pollinator populations have led to widespread concern due to their impact on food/crop production and the environment. Contrary to growing interest in the use of insecticides in urban landscapes, the relationship between pollinator-related eco-labels, visual attention, and preferences for plants is less understood. The present study combines eye tracking and stated preference experiments to examine the effects of pollinator-related labels on consumers' preferences and willingness to pay. Results show that the pollinator-friendly attribute positively correlates with consumers' purchasing decisions and visual attention supports that relationship. Implications of mandatory labeling of pesticide content for the horticultural industry are discussed.