2014 ASHS Annual Conference

Florida-Friendly Landscaping^TM (FFL) is described as “quality landscapes that conserve water, protect the environment, are adaptable to local conditions and drought tolerant” by Fla. Stat. § 373.185. FFL is promoted in 67 counties in Florida through cooperative extension educational programming. As outdoor water use accounts for 60% of residential water use, this environmentally friendly approach to landscaping can result in significant water savings. This study utilized focus group methodology to explore participant perceptions and preferences through the lens of Community-Based Social Marketing (CBSM), a method for encouraging the adoption of behaviors that are beneficial to the community. A major component in planning a CBSM campaign is in understanding the audience’s social norms and perceptions towards a behavior, including the benefits and barriers associated with its adoption. A total of six focus groups were conducted in three different areas of the state. At each location, two focus groups were conducted separately with Homeowner Association (HOA) board members and residents. A number of emergent themes have been identified. First, the researchers found a very high value placed on aesthetics by both populations under study, and discovered that these visual expectations drive many landscape practices. Additionally, the homeowners were found to be aware of the relationship between their landscaping practices and water quantity and a few mentioned the relationship between landscape practices, particularly fertilizer in stormwater runoff, and water quality. Many of the homeowners preferred a more natural look. Most agreed the landscape ordinances were fair, describing the rules as political and social issues, rather than environmental. The presence of neighborhood covenants and associations, and complaints from neighbors who dislike a certain look were identified as major barriers to homeowners implementing more environmentally sustainable landscapes. Many of the board representatives focused solely on a landscape’s aesthetic function, particularly color in the landscape, with little mention of the connection with its environmental functions, with the exception of water use.  A number of the members indicated the more natural landscapes were not aesthetically pleasing, and mentioned that the look of a Florida-Friendly landscape was not well defined. Many felt that turf grass adds value to a landscape, while the natural look detracted from a property’s worth. This study’s contribution to an understanding of neighborhood perceptions and norms will allow Extension agents to create wider acceptance and understanding of the issues in residential landscape practices, with the ultimate goal of improving Florida’s water supply and quality.