ASHS 2025 Conference

Jumping worms (Amynthas spp.), an emergent invasive species native to East-central Asia, threaten the health of temperate ecosystems and the vitality of the plant production industry in the United States. Aptly named due to their characteristic and distinctive ability to thrash, these invasive annelids contribute substantial alterations to soil structure, texture, and nutrient dynamics in temperate forests and with potted plants. Their impact on the physical and chemical properties of native soils result in plant health decline and lead to biodiversity loss of flora and fauna. An unintentional, yet predominant, vector of the spread of jumping worms throughout the U.S. is through horticultural materials such as mulch, potting media, compost, and potted plants. While controlling the spread of these invasive worms is a forefront goal of producers and regulatory authorities in the green industry, there is surprisingly little knowledge about consumer awareness of the worms and their willingness to purchase horticultural products infested with, or treated for, jumping worms, which may help inform green industry production management. The objectives of this study were to examine how purchasing decisions are impacted by consumer awareness and jumping worm treatment information. To achieve this, an online survey was conducted with a diverse sample of consumers in the U.S. to gauge their awareness and knowledge of jumping worms, gardening habits, and demographic information. How jumping worm treatment impacts consumers' value for potted plants in different US regions are also explored. The results revealed a notable decrease in willingness to buy and value for untreated potted plants after participants were informed about the negative effects of jumping worms. Further, consumer willingness to buy treated potted plants increased when participants were informed about potential jumping worm treatment options. The findings highlight the influence of consumer education and transparent communication from plant producers and retailers in shaping consumer decisions regarding potted plant purchases. The results of consumer valuation of treated plants have important implications for pricing strategies of jumping worm treated potted plants. These insights are essential for formulating effective communication and treatment strategies to mitigate the impact of jumping worms on ecosystems and the green industry.