Consumer Preference for Microgreens in the Presence of LED Lights and Information Treatments

Since microgreens entered the market in the 1980s and 1990s, their use has expanded far beyond high-end restaurants. Most microgreens are grown in greenhouses with supplemental lighting (i.e., artificial lighting in addition to sunlight). Supplemental lighting usually includes high-pressure sodium (HPS) or light-emitting diodes (LEDs). HPS is the most common type of supplemental lighting, while LEDs are becoming more common. This article examines consumer preference and willingness to pay (WTP) for microgreens grown with LED lighting compared with HPS lighting and sunlight in the presence of different amounts and types of information. We find that negative information harms WTP, and positive information has little to no impact on WTP. We also examine how other attributes (i.e., price, location produced, production type, location purchased) impact WTP.