Effects of pollinator related information on consumer preference for neonicotinoid labeling

Abstract

Despite increasing concerns about the potential negative impacts of neonicotinoid insecticides on pollinator insect health in the regulatory community, public perceptions about the use of such pest management tools are mainly unknown. To assess U.S. consumers’ feedback to information linking neonicotinoid insecticides to pollinator health, the present study investigated consumers’ preferences for different neonicotinoid labels. Specifically, it analyzed the effect of negative and balanced pollinator related information treatments on consumers’ preferences for labels disclosing the absence or presence of neonicotinoids. The effects of the information treatments were asymmetric, with the negative information treatment having a more substantial impact on individual choices. Information treatments were more effective at influencing participants’ willingness to pay (WTP) for labels disclosing the absence of neonicotinoids, as opposed to labels disclosing the presence of neonicotinoids. Preexisting knowledge about neonicotinoid insecticides had a significant impact on how individuals responded to information treatments.