Native plants are defined as species present in North America before European settlement which have coevolved with local flora and fauna. Demand and popularity of native plants in landscaping have increased in the U.S. partially due to a rise in awareness of their ecological benefits. Various factors such as income, education, native labeling, and perceptions of wildlife welfare have been linked to consumer willingness to pay (WTP) for native plants. However, fewer studies have explored how different types of wildlife influence these preferences. In this study, we conducted an online survey of 2,011 U.S. consumers. Mixed logit models were used to estimate willingness-to-pay for different wildlife benefits and customer segments were identified using Latent Class Analysis (LCA). Overall, consumers were generally willing to pay a premium for native plants over exotic species, particularly when the plants attracted birds or pollinators. In contrast, plants associated with deer or offering no wildlife benefit required a discount to be considered. Four customer classes were identified with varying levels of interest in attracting songbirds, pollinators and deer. Marketing implications will be discussed based on class membership.
