Consumers’ willingness to pay for plants protected by beneficial insects – Evidence from two stated-choice experiments with different subject pools

We investigate consumers’ willingness to pay for edible and non-edible plants protected by beneficial insects and those protected by pesticides, respectively, as well as the influence of message framing on willingness to pay. We use basil, heather, and orchids as experimental objects in two stated-choice experiments (one lab-in-the-field experiment and one online experiment) conducted in Germany. In both experiments, we find strong evidence that...