| This article summarizes a study of consumers' willingness to pay (WTP), in urban areas in Tennessee, Mississippi, and Michigan, for a powdery mildew resistant dogwood tree. Powdery mildew is a disease affecting flowering dogwoods that can limit growth, detract from the appearance, and may cause plant decline and death. Study objectives were to provide information about consumers' WTP and to identify potential marketing strategies for the introduction of the disease-resistant tree. On average, survey respondents indicated they are willing to pay a $13.35 premium for a flowering dogwood tree which is resistant to powdery mildew. Regression results led to inferences that the presence of dogwoods in a respondent's yard, presence of dogwoods infected with... |
