Willingness to pay for retail location and product origin of christmas trees

Abstract

Christmas tree sales are considerable throughout the United States. Understanding the drivers of purchase for Christmas trees is critical for producers and stakeholders within states with tree production. Using data from a choice experiment in combination with latent class modeling, we find that tree height is important, but tree species is less important. Further, we show that local labeling does not influence all consumers. With respect to retail location, we show that nursery/greenhouse and choose-and-cut retail outlets are preferred by a majority of consumers but not by all consumers. Recommendations for the varying retail outlets are provided.