A Consumer Survey On Purchasing Waterwise Plant Material

Research indicates a trend in the western United States where 40-60% of all water use by single family residences occurs in the home landscape and that landscapes are overwatered by approximately 40%. The demand for conserving and managing water usage is critical to support, protect and preserve valuable water supplies. Oregon State University Extension Service has launched a statewide waterwise program that invests in teaching Oregonians about water conservation for home and commercial landscapes. The Oregon waterwise program includes several projects with goals to increase awareness of waterwise landscaping and change behavior with landscape practices related to plant selection, landscape design, and irrigation technology. One of the projects included development of a waterwise logo that was used on several promotional pieces including two postcards with a list of waterwise plants (for both the wet and dry sides of the state), tree tags, and stickers to place on pots in retail nurseries. In addition, a short postcard survey was also developed to be filled out by consumers. The objectives of this project were to determine if waterwise plant tags/stickers: 1) influenced consumer purchases; and 2) increased awareness or interest in waterwise plants/gardening. Several nurseries participated in this statewide project. Postcards were displayed and plant material was labeled with tags/stickers at each participating nursery. At the point of purchase, consumers were asked to fill out a five question survey regarding their waterwise plant purchase; 103 surveys were returned. Results from the survey indicated that 80% of consumers saw a waterwise plant tag/sticker near or on the plant(s) being purchased.  Of those that saw the tag/sticker, 71% reported that it was influential in their choice to buy a waterwise plant(s). Sixty-six percent of consumers were unaware of the plant(s) being waterwise prior to seeing a tag/sticker.  The survey also indicated that 79% of consumers were interested in more information on waterwise gardening, and of those 36% preferred the website as their source for waterwise information, followed by publications (21%), displays at nurseries (21%), and plant lists (19%). Suggestions for other sources of information included books, demonstrations, and classes. Some consumer survey comments included “it helped in making my decision” and “great idea – very helpful.” Results suggest that this waterwise project was successful in introducing waterwise plants to consumers, influencing their decisions in purchasing plants, and that there is a high level of interest to learn more about waterwise gardening.