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| DOI: | 10.21273/HORTSCI12482-17 |
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| Publication Type:
| Refereed |
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| Author(s): | Knuth, Melinda;
Behe, Bridget K.;
Hall, Charles R.;
Huddleston, Patricia T.;
Fernandez, R. Thomas |
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| Author Affiliation: | Knuth: Doctoral Student, Department of Horticultural Sciences, Texas A&M University, College Station, TX; Behe and Fernandez: Professor, Department of Horticulture, Michigan State University, East Lansing, MI; Hall: Professor and Ellison Chair, Department of Horticultural Sciences, Texas A&M University, College Station, TX; Huddleston: Professor, Department of Advertising and Public Relations, Michigan State University, East Lansing, MI |
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| Title: | Consumer perceptions, attitudes, and purchase behavior with landscape plants during real and perceived drought periods |
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| Column Name: | Marketing and economics
Other records with the "Marketing and economics" Column
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| Source: | HortScience. Vol. 53, No. 1, January 2018, p. 49-54. |
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| Publishing Information: | Alexandria, Virginia: American Society for Horticultural Science |
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| # of Pages: | 6 |
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| Keywords: | TIC Keywords: Behavior; Customer relations; Drought management; Perceptions; Water conservation
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| Abstract/Contents: | "In the coming decades, no natural resource may prove to be more critical to human health and well-being than water. There is abundant evidence that the condition of water resources in many parts of the United States is deteriorating. In some regions of the country, the availability of sufficient water to meet growing domestic uses, and the future sufficiency of water to support the use of landscape plants where we live, work, and play is in doubt. Conservation through water efficiency measures and water management practices may be the best way to help resolve water problems. Yet, consumer perceptions and attitudes and behavior toward water conservation may differ widely, particularly in the presence of drought. This study sought to add to the current horticulture and water conservation literature by exploring consumer attitudes and behavior during real and perceived drought situations, especially in terms of their landscape purchases and gardening/landscaping activities. Study findings could better inform educational programs and marketing strategies, helping to ensure the future demand of Green Industry products and services. With a national sample of 1543 subjects, an online survey tool was used to classify respondents into categories based on whether they accurately perceived if the region in which they lived was experiencing drought. We hypothesized that consumers were heterogeneous in their attitudes and behavior regarding plants and water conservation, depending on their real and perceived drought situations, and that their attitudes affected their behavior regarding plant purchases. Results confirmed this hypothesis. Attitudes and behaviors for those who correctly perceived they were in drought were different from those who correctly perceived they were not in drought, as well as those who incorrectly did not perceive they were in an actual drought." |
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| Language: | English |
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| References: | 36 |
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| Note: | Tables |
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| ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete):
Knuth, M., B. K. Behe, C. R. Hall, P. T. Huddleston, and R. T. Fernandez. 2018. Consumer perceptions, attitudes, and purchase behavior with landscape plants during real and perceived drought periods. HortScience. 53(1):p. 49-54. |
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| DOI: 10.21273/HORTSCI12482-17 |
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MSU catalog number: b2217685a |
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