2017 ASHS Annual Conference

Often consumer perceptions of curb appeal (aesthetics) and landscape maintenance do not align. To date, very few studies quantify how these two factors relate and at what point consumers will trade-off between them. We utilized a conjoint analysis to determine consumer perceptions of landscape aesthetics and maintenance requirements with different landscape designs varying in their turfgrass to non-turfgrass composition. The study was conducted online and in an experimental lab. Overall, participants perceived turfgrass as requiring less maintenance than non-turfgrass landscape designs. However, landscapes with higher percentages of turfgrass were perceived as the least aesthetically pleasing. Landscapes without any turfgrass (100% non-turfgrass plants) were perceived as requiring the most maintenance and were also considered less aesthetically pleasing than those with a mixed ratio. Implications for the landscape services and related industries will be discussed.