Investigating consumer preferences for known wild provenance of plants within the horticultural trade

The global trade in ornamental plants is significant and growing. Historically, the relationship between the acquisition of novel plants from the wild for use in ornamental horticulture, has been referred to as plant hunting. However, questions are now being raised about the ethical utilisation of biological resources and if those countries providing access to material from the wild are receiving adequate benefits. It is in this context that we examine if plants of Known Wild Provenance (KWP) are valued by UK consumers, and if a potential premium could be the basis of a benefit sharing agreement. Employing a choice experiment, we assess consumers’ preferences and willingness to pay (WTP) for KWP. Our analysis reveals that KWP did not prove to be a strong driver for plant buyers. Although a positive WTP is generated it is relatively small. Thus, the ability of commercial horticulture to provide monetary benefits to support benefit sharing is likely limited. This result raises questions as to how benefit sharing might then be implemented if buyers of plants are not prepared to pay a price premium.