Consumer Perceptions of Flatheaded Borer Control Methods

Flatheaded borers are insect pests that cause damage to ornamental and fruit producing plants. This study examines consumers’ willingness to pay for four alternative flatheaded borer control methods across four products. The four products tested included two plants (maple trees, blueberry bushes) and two fruits (apples (3 pounds), blueberries (1 pint)) to ascertain if differences were observed between product categories (plant verses food) and potential product uses for the plant categories (aesthetic vs food producing). The four control methods included a chemical drench, spray, cultivar selection, and cover crop. A no control option was also included. Survey data were collected by the online platform Qualtrics in April 2022 and a total of 1,597 people surveyed across the United States. The data was analyzed in two distinct ways and each analysis had a dedicated chapter. Chapter 1 used a conditional logit model to determine price premiums for blueberries, blueberry bushes, apples, and maple trees by control method. Chapter 2 used a Ward’s Linkage Cluster analysis to identify consumer segments and determined price premiums for blueberries and blueberry bushes.