Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments

The strategic value of organic production and origin promotions may vary based on product end‐use. Conjoint analysis and eye‐tracking technology were used to investigate consumers’ purchase likelihood (PL) and visual search behavior for esthetic and food‐producing ornamental plants. Organic production methods, in‐state, and domestic origins positively impacted participants’ PL. Respondents’ visual attention to the organic production attribute had a strong positive effect on PL for food‐producing plants as did sociodemographic variables. Findings imply that producers and retailers could successfully implement signage emphasizing organic production methods and origin designations to generate consumer interest.