Assessing Consumer Demand for Georgia Lavender-Based Products

Abstract

To further improve the understanding of promoting locally grown lavender, we examine consumer willingness to pay (WTP) for three lavender-based products: lavender bundles, culinary lavender, and lavender oil. We evaluate an online sample located in the southeast using a double-bounded dichotomous choice contingent valuation survey. Lavender bundles have the highest WTP, followed by oil and culinary lavender. Certain marketing factors result in higher WTP, including product familiarity, familiarity with the Georgia Grown program, and shopping frequency at farmers' markets. This study provides a better understanding of the opportunity for small-scale farmers to market specialty crops such as lavender.