National Survey: Consumer
Attitudes/Behaviors Related
to Bioplastic Containers
Dr. Heidi Kratsch
University of Nevada, Ren...
Survey Objectives
 What factors determine willingness to purchase
bioplastic plant containers?
 What factors influence t...
Participant Profile
Demographic variable Majority
Percent of
Participants
Age 25 to 64 years 91.5%
Ethnicity White 81%
Res...
Participant Profile
New England
4%
Mid
Atlantic
15%
East North
Central
19%
West North
Central
7%
South
Atlantic
18%
East S...
Gardening interest of respondents
5.84
43.4447.51
0.85
1.25
0.72 0.39
Gardening Interest (%)
Reluctant gardener
Beginning ...
How often do you purchase plants?
0
5
10
15
20
25
30
35
40
45
Less than
once per
year
Once per
year
Twice per
year
3 to 5
...
Factors influencing plant purchasing decisions
1.66
2.52
2.54
2.63
2.84
3.18
1 2 3 4
Neighbor grows it
Produced organicall...
Factors influencing plant purchasing decisions
0 10 20 30 40 50 60
My neighbor grows it
Produced organically
Uses less wat...
Description of pot types provided within the survey:
Biodegradable bioplastic pot: This type of bioplastic pot can decompo...
Willingness to purchase…
86
64
91
14
36
9
0
25
50
75
100
Biodegradable
bioplastic pot
Compostable
bioplastic pot
Fertilizi...
Factors influencing willingness to purchase pots
labeled “Compostable”
Factor Gamma (ϒ) Conclusion
Willingness to compost
...
More factors influencing willingness to purchase
pots labeled “Compostable”
Factor Gamma (ϒ) Conclusion
Desire to shop loc...
Willingness to purchase compostable pots based
on environmental sensitivity
91
77
93
86
64
91
0 25 50 75 100
Would purchas...
“Environmentally sensitive” means:
Interest in: (n=609)
 protecting water quality
 conserving water
 composting
 reusi...
Willingness to purchase trends
COMPOSTABLE FERTILIZING
0
10
20
30
40
50
60
Definitely
would not
purchase
Definitely
would
...
“I would not buy a pot made from GMO plants”
7%
34%
38%
21%
59%
Overall
Strongly disagree Disagree Agree Strongly agree
82...
Willingness to purchase compostable pots
depends upon willingness to compost!
0
10
20
30
40
50
60
Definitely
would not
pur...
Previous experience with peat pots influences
willingness to purchase compostable pots
0
5
10
15
20
25
30
35
40
45
Definit...
I would be willing to pay…
0 10 20 30 40 50 60
0
10 cents
25 cents
50 cents
75 cents
$1.00
> $1.00
Fertilizing
Compostable...
Factors influencing willingness to pay more for
pots labeled “Fertilizing”
Factor Gamma (ϒ) Conclusion
Attitudes about
com...
People willing to compost their pots are willing to
pay more for compostable pots.
0 20 40 60 80
0
10 cents
25 cents
50 ce...
Renters will pay more than homeowners for
fertilizing pots.
0 5 10 15 20 25 30
0
10 cents
25 cents
50 cents
75 cents
$1.00...
Younger consumers will pay more for fertilizing
pots
0 5 10 15 20 25 30 35
0
10 cents
25 cents
50 cents
75 cents
$1.00
>$1...
Willingness to pay more….
BIODEGRADABLE COMPOSTABLE
0
5
10
15
20
25
0
5
10
15
20
25
Environmentally
sensitive
Overall surv...
Willingness to pay more for a fertilizing pot
0
10
20
30
40
50
60
Definitely
would not
purchase
Definitely
would
purchase
...
Conclusions and marketing
 Greater than 90 percent of gardening consumers
are willing to purchase bioplastic plant pots.
...
of 26

National Survey: Consumer Attitudes/Behaviors Related to Bioplastic Containers

Heidi Kratsch
Published on: Mar 3, 2016
Published in: Education      
Source: www.slideshare.net


Transcripts - National Survey: Consumer Attitudes/Behaviors Related to Bioplastic Containers

  • 1. National Survey: Consumer Attitudes/Behaviors Related to Bioplastic Containers Dr. Heidi Kratsch University of Nevada, Reno 2015 Bioplastic Container Cropping Systems Conference
  • 2. Survey Objectives  What factors determine willingness to purchase bioplastic plant containers?  What factors influence the price consumers are willing to pay for such containers?  How can bioplastic plant containers be successfully marketed?
  • 3. Participant Profile Demographic variable Majority Percent of Participants Age 25 to 64 years 91.5% Ethnicity White 81% Residence Own a home 70% Gender Female 63% Marital status Married, living together 52.5% Household income Under $50,000 annual 51% Education Two-year degree or higher 49% Gardening interest Experienced gardener 47.5% N=1524
  • 4. Participant Profile New England 4% Mid Atlantic 15% East North Central 19% West North Central 7% South Atlantic 18% East South Central 8% West South Central 9% Mountain 7% Pacific 13% U.S. Region
  • 5. Gardening interest of respondents 5.84 43.4447.51 0.85 1.25 0.72 0.39 Gardening Interest (%) Reluctant gardener Beginning gardener Experienced gardener Master gardener Green industry Farmer or crop producer Plant researcher n=1524
  • 6. How often do you purchase plants? 0 5 10 15 20 25 30 35 40 45 Less than once per year Once per year Twice per year 3 to 5 times per year 6 or more times per year Reluctant gardener Beginning gardener Experienced gardener n=1475 Percent
  • 7. Factors influencing plant purchasing decisions 1.66 2.52 2.54 2.63 2.84 3.18 1 2 3 4 Neighbor grows it Produced organically Uses less water Produced locally Regionally native Plant price Mean rating Percent indicating choices 3 and 4 81 66 57 51 51 21 Not important Very important n=1524
  • 8. Factors influencing plant purchasing decisions 0 10 20 30 40 50 60 My neighbor grows it Produced organically Uses less water Produced locally Plant is regionally native Plant price Experienced gardener Beginning gardener Reluctant gardener Percent n=1475
  • 9. Description of pot types provided within the survey: Biodegradable bioplastic pot: This type of bioplastic pot can decompose in soil within 6 months. Compostable bioplastic pot: This type of bioplastic pot will not decompose in soil within 6 months, but will decompose under normal composting (high temperature) conditions. Fertilizing bioplastic pot: This type of bioplastic pot will decompose in soil within 6 months. It is made from plant-based materials that release nutrients as they decompose. It does not contain added fertilizers.
  • 10. Willingness to purchase… 86 64 91 14 36 9 0 25 50 75 100 Biodegradable bioplastic pot Compostable bioplastic pot Fertilizing bioplastic pot Would purchase Would not purchase n=1524 Percent
  • 11. Factors influencing willingness to purchase pots labeled “Compostable” Factor Gamma (ϒ) Conclusion Willingness to compost bioplastic pots 0.580 Willingness to purchase depends on willingness to compost. Previous experience with commercial paper (or peat pots) 0.392 (0.393) Previous positive experience with paper or peat pots increases willingness to purchase. Recycle (or reuse) conventional plastic pots 0.342 (0.364) People who recycle or reuse conventional plastic pots are more willing to purchase compostable pots. n=1524
  • 12. More factors influencing willingness to purchase pots labeled “Compostable” Factor Gamma (ϒ) Conclusion Desire to shop local nurseries rather than chain stores 0.310 People who prefer to shop local nurseries are more willing to purchase compostable pots. Look for products labeled non-GMO 0.233 People who actively pursue non-GMO products are more likely to purchase compostable pots. Ethnicity 0.202 Non-whites more likely to purchase In favor of organic products 0.078 Negligible relationship n=1524
  • 13. Willingness to purchase compostable pots based on environmental sensitivity 91 77 93 86 64 91 0 25 50 75 100 Would purchase biodegradable pots Would purchase compostable pots Would purchase fertilizing pots Total survey population (n=1524) Environmentally sensitive (n=609) p = 0.001 p = 0.000 p = 0.046 Percent
  • 14. “Environmentally sensitive” means: Interest in: (n=609)  protecting water quality  conserving water  composting  reusing old plant containers  recycling old plant containers  local availability of bioplastic pots  shopping local
  • 15. Willingness to purchase trends COMPOSTABLE FERTILIZING 0 10 20 30 40 50 60 Definitely would not purchase Definitely would purchase Percent χ2 = 59.96 p = 0.000 0 10 20 30 40 50 60 Definitely would not purchase Definitely would purchase Environmentally sensitive Overall survey population χ2 = 11.53 p = 0.046 n=609 n=609
  • 16. “I would not buy a pot made from GMO plants” 7% 34% 38% 21% 59% Overall Strongly disagree Disagree Agree Strongly agree 82% actively seek out products labeled non-GMO n=1524 People who are concerned about GMOs are more willing to purchase compostable pots.
  • 17. Willingness to purchase compostable pots depends upon willingness to compost! 0 10 20 30 40 50 60 Definitely would not purchase Probably would not purchase Probably would purchase Definitely would purchase Unwilling to compost Somewhat unwilling Somewhat willing Willing to compost Percent n=1524 Experienced gardeners are more willing to compost their pots.
  • 18. Previous experience with peat pots influences willingness to purchase compostable pots 0 5 10 15 20 25 30 35 40 45 Definitely would not purchase Probably would not purchase Probably would purchase Definitely would purchase Previous negative experience with peat pots Previous positive experience with peat pots ϒ = 0.393 Percent
  • 19. I would be willing to pay… 0 10 20 30 40 50 60 0 10 cents 25 cents 50 cents 75 cents $1.00 > $1.00 Fertilizing Compostable Biodegradable p = 0.005 p = 0.000 p = 0.000 p = 0.000 p = 0.027 Price willing to pay (median): Biodegradable = 50 cents Compostable = 50 cents Fertilizing = 75 cents Percent
  • 20. Factors influencing willingness to pay more for pots labeled “Fertilizing” Factor Gamma (ϒ) Conclusion Attitudes about composting 0.347 People willing to compost are willing to pay more Age -0.254 Younger people willing to pay more Ethnicity 0.185 Non-whites willing to pay more Homeownership 0.128 Renters willing to pay more Gender -0.105 Females willing to pay more n=1524
  • 21. People willing to compost their pots are willing to pay more for compostable pots. 0 20 40 60 80 0 10 cents 25 cents 50 cents 75 cents $1.00 >$1.00 Very willing Willing Unwilling Strongly unwilling ϒ = 0.347
  • 22. Renters will pay more than homeowners for fertilizing pots. 0 5 10 15 20 25 30 0 10 cents 25 cents 50 cents 75 cents $1.00 >$1.00 Renters Owners n=1524 Consistent with Ellison, Kirwan, & Nepal et al. 2015 Percent ϒ = 0.128
  • 23. Younger consumers will pay more for fertilizing pots 0 5 10 15 20 25 30 35 0 10 cents 25 cents 50 cents 75 cents $1.00 >$1.00 55 and older 45-54 35-44 18-34 Percent N=1524 ϒ = -0.254
  • 24. Willingness to pay more…. BIODEGRADABLE COMPOSTABLE 0 5 10 15 20 25 0 5 10 15 20 25 Environmentally sensitive Overall survey population Percent χ2 = 29.92 p = 0.000 χ2 = 26.27 p = 0.000
  • 25. Willingness to pay more for a fertilizing pot 0 10 20 30 40 50 60 Definitely would not purchase Definitely would purchase Environmentally sensitive Overall survey population χ2 = 11.53 p = 0.01 Percent
  • 26. Conclusions and marketing  Greater than 90 percent of gardening consumers are willing to purchase bioplastic plant pots.  The greatest number of consumers are willing to buy and pay extra for a pots labeled “biodegradable” or “fertilizing.”  Pots labeled “compostable” will fill a niche market comprised of environmentally sensitive consumers.