Retail Demand for Natural Dye Plants and Dye Plant Products: A Conjoint Analysis

Abstract

Herbalists, fiber artists, and herb growers are increasingly interested in growing, marketing, and using local plants as natural dyes. As the market in the United States and Canada develops, fiber art and quilting stores are the primary retail market outlets for natural dye plants and dye plant products. Conjoint analysis was used to evaluate U.S. and Canadian retailer interest in natural dye plants/dye plant products and to estimate market shares. The largest retail market share was for dyed materials, such as yarn or fabric, that are dyed in primary colors, using certified organic plants, and grown on farms in the United States or Canada.

KEYWORDS:

• market share analysis
• natural dye plants
• product attributes
• retail marketing

Acknowledgments

We acknowledge the support of the United States Department of Agriculture; Agricultural Marketing Service; Federal-State Marketing Improvement Program (USDA-AMS-FSMIP); and the New Mexico Agricultural Experiment Station, New Mexico State University, Las Cruces, NM.

Additional information

Notes on contributors

Yuhui Zhou

Yuhui Zhou is former graduate assistant, New Mexico State University, Las Cruces, New Mexico.

Constance L. Falk

Constance L. Falk is M. Eugene Sundt Honors Professor, and professor in the Department of Agricultural Economics and Agricultural Business, New Mexico State University.

Dawn M. Vanleeuwen

Dawn M. Vanleeuwen is professor in the Department of Economics and International Business, New Mexico State University.