2017 ASHS Annual Conference

Due to increasing concerns about natural resource scarcity, consumers are becoming more environmentally conscious. Consumer preferences and purchasing behaviors reflect this change in attitudes as they pertain to choices for horticultural products or services. In this paper, researchers explore consumer preferences and willingness-to-pay for sustainable landscape attributes such as smart irrigation technology and pollinator-friendly habitat. Additionally, the influence of lawn maintenance requirements and financial incentives on consumer preferences was investigated. Primary data for analyses were collected using an online survey of pre-screened U.S. consumers. Results show that consumers prefer water-saving smart irrigation systems, low maintenance requirements, pollinator-friendly habitats. Implications for green industry stakeholders interested in increasing consumers’ adaptation of environmentally friendly landscape features will be discussed.