2017 ASHS Annual Conference

Younger consumers are more environmentally conscious than older generations. Thus, the use of sustainable attributes is one means of reaching this customer group. An online survey and choice experiment was conducted to investigate consumers’ interest and willingness-to-pay for sustainable landscape attributes. Consumers had distinct preferences for turfgrass to non-turfgrass landscape designs. Sustainable landscape features such as smart irrigation, low maintenance and pollinator attractive habitat were positively correlated with preferences. Additionally, financial incentives were among statistically significant attributes to improve adaptation of sustainable landscape practices. Comparisons across age groups and implications for relevant stakeholders will be discussed.