
Episode #35
Willingness to Pay: Kevin Morris on Consumer Demand for Sustainable Strawberries
In this episode of Mulch Matters , host Dr. Nataliya Shcherbatyuk talks with Kevin Morris, a PhD student in the School of Economic Sciences at Washington State University, whose research focuses on consumer willingness to pay for sustainably produced strawberries. Kevin shares how he became involved in the project, why willingness‑to‑pay studies matter for growers, and how economic tools can help estimate demand for products that don't yet exist on the market. Together, they explore why strawberry production is uniquely positioned for sustainable innovation, the challenges of recycling contaminated agricultural mulch films, and how consumer preferences can influence grower decisions. Kevin breaks down the double‑bounded bidding method used in his study, explains what it means when more than 60% of respondents accept both bids, and discusses how credible eco‑labeling could help translate consumer interest into real industry change. He also reflects on the broader implications for policymakers and growers—highlighting how financial incentives, clear communication, and reliable labeling could accelerate adoption of biodegradable mulches and advanced recycling technologies. This episode offers an accessible and insightful look at how economics can help drive sustainability in specialty crop production. Note: This work is supported by Specialty Crops Research Initiative Award 2022-51181-38325 from the USDA National Institute of Food and Agriculture. Any opinions, findings, conclusions, or recommendations expressed on this podcast are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. Intro and outro music credit to Zakhar Valaha from Pixabay






