The Effect of Greenhouse Pollination Methods on Consumers’ Willingness to Pay for Tomatoes in Japan

Since 2017, the Japanese government has been phasing out the use of non-native bumblebees as greenhouse tomato pollinators due to their ecological risks. We used an online questionnaire to investigate whether pollination methods affect consumers’ willingness to pay (WTP) for tomatoes. We found that consumers valued the use of non-native bumblebees more than hormonal treatment and native more than non-native bees. Moreover, we found that informing consumers of the ecological risks increased WTP for native bumblebees and hormonal treatment. These results suggest that pollination method labeling may help protect ecosystems from the threat of non-native species.