Invasive Plants In the Marketplace: Consumer Perception and Purchasing Habits In New Jersey

An intercept survey was conducted of New Jersey consumers to determine their perception of invasive plants.  Four hundred and twenty-one individuals participated in the survey which was conducted at locations in northern and central New Jersey.  The plants selected for consideration included species commonly offered in many local garden centers and nurseries including species such as Japanese barberry (Berberis thunbergii), Chinese silver grass (Miscanthus sinensis) and butterfly bush (Buddleia davidii).  These and other nursery plants are often used for their perceived resistance to deer damage in New Jersey landscapes.  Proctored by the Rutgers/NJAES Master Gardener volunteers, the survey participants were shown labeled photos of twelve plants and were asked to rate them as invasive, non-invasive or unsure.  The survey participants were offered a definition of invasive based on the 2004 New Jersey Executive Order defining the term.  The participants were also surveyed to rate factors that influence their purchase of landscape plants, which included price, quality, pest resistance, deer resistance, plant origin and invasiveness.  Eighty-two percent of those surveyed rated English ivy (Hedera helix) as invasive, the highest response for all species in this survey; while purple loosestrife (Lythrum salicaria) was ranked second at 78%, despite widespread public awareness initiatives regarding this invasive wetland species.  However, the survey participants gave low assessments for troublesome forest invasive species such as Norway maple (Acer platanoides); only 39 % perceived it to be invasive, while 52% responded that it is not invasive and 9% were unsure.  Similar responses were observed with burning bush (Euonymus alatus); 31% perceived it to be invasive, 59% believed it is not invasive and 10% were unsure.  Similarly Russian olive (Elaeagnus angustifolia), an aggresively spreading invasive on agricultural land in northern New Jersey was identified by only 34% of the respondents as being invasive.  Higher responses for invasive potential were observed for species whose main mode of propagation is vegetative compared to those species that spread primarily through seed dispersal mechanisms.  Results from the study have been useful in demonstrating consumer recognition of invasive plants and how consumer demand and purchase preferences can impact New Jersey's forested and agricultural areas.  The findings from this survey allow Extension educators to target outreach efforts by addressing the misperception consumers have about invasive species.  These findings also begin to document the role home gardeners play in impacting the ecology well beyond their landscapes and neighborhoods.