Perceptions and Socioeconomic Status Influence Purchases of Native Plants

• Published in: HortTechnology (Alexandria, Va.) Vol. 34; no. 2; pp. 153 - 160
• Main Authors: Torres, Ariana P., Rihn, Alicia L., Barton, Susan S., Behe, Bridget K.
• Format: Journal Article
• Language: English
• Published: American Society for Horticultural Science (ASHS) 01-04-2024
• Subjects: education; environment; natives; price premium
• ISSN: 1063-0198; 1943-7714
• DOI: 10.21273/HORTTECH05345-23

Plants native to the United States, defined as those being present before European settlement, have aesthetic and environmental benefits. In 2018, only 10% of plant sales were native plants, a plant category that tends to be underrepresented in many residential and commercial landscapes. Although earlier research indicated that consumers find native plants less aesthetically appealing relative to introduced species, more recent research reported a growing demand for native plants. Thus, a better understanding of consumer perceptions would facilitate their marketing. We used an online survey of 1824 participants representing five geographic regions (West, Southwest, Midwest, Southeast, and Northwest) to classify adopters based on their purchase of native plants. A double-hurdle model was used to estimate factors influencing purchasing native plants among US homeowners, and the factors influencing the amount spent on native plants in 2021. Demographically, metropolitan, college-educated, and younger participants were more likely to be native plant adopters; they also spent 80% more on plants compared with nonnative plant adopters. More native plant adopters agreed that native plants were better for the environment than exotic plants (68%), are readily available in their area (67%), and are better adapted to difficult sites (75%). Marketing efforts should capitalize on the environmental benefits to stimulate purchases.