Jumping worms, including species such as Amynthas agrestis, are invasive earthworms that have spread across parts of North America. Unlike common earthworms, jumping worms consume organic matter rapidly, degrade soil structure, and disrupt forest and garden ecosystems. Their presence in nursery containers and landscape soils has raised concerns among consumers, regulators, and green industry professionals.
The study investigated how providing consumers with information about jumping worms-and communicating whether plants had been treated to mitigate risk-impacts willingness to purchase potted plants. Researchers evaluated consumer responses under varying scenarios, including no information, pest disclosure without treatment, and disclosure accompanied by evidence of preventative or corrective measures.
Results show that information plays a significant role in shaping purchasing behavior. When consumers were informed about the risks associated with jumping worms without reassurance of treatment, willingness to buy decreased. However, when plants were presented as treated or managed to reduce the risk of infestation, consumer confidence improved substantially.
The findings suggest that transparency alone may not be sufficient to maintain consumer trust; proactive treatment and clear communication of management practices are critical. Providing assurance that preventative measures have been implemented can help offset concerns while reinforcing a retailer's commitment to environmental responsibility.
The research highlights the growing importance of invasive species awareness in plant marketing and sales. As consumers become more informed about ecological risks, their purchasing decisions increasingly reflect concerns about sustainability and biosecurity.
For growers and retailers, the study underscores the value of integrating pest management protocols with clear, consumer-facing messaging. By pairing responsible treatment strategies with effective communication, the horticulture industry can protect both ecosystems and market stability.
As invasive species challenges continue to evolve, understanding the intersection of pest management and consumer perception will remain essential for maintaining trust and supporting resilient plant markets.
Brandon Miller is an Assistant Professor in the Department of Horticultural Science andCurator of Plant Collections at the University of Minnesota Landscape Arboretum where he leads the Resilient Landscape Horticulture program. His research and Extension efforts aim to create resiliency in the green industry by responding to emerging pests, increasing species diversity by overcoming production barriers for underutilized species, characterizing stress tolerances of undervalued plants, as well as improving planting and aftercare techniques in managed green spaces.
The full article can be read on the ASHS HortScience electronic Journal website at: https://doi.org/10.21273/HORTSCI18733-25
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community-scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
