Eco-attitudes and behaviours of annual, perennial and herb and vegetable buyers from four US states

B. K. Behe, B. L. Campbell, J. H. Dennis, C. R. Hall, R. G. Lopez, C. Yue

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Savvy marketers rely on the principles of customer segmentation and product targeting to more efficiently allocate scarce resources and effectively reach groups of consumers with similar likes, preferences or demands. Our objective was to identify and profile consumer segments with regard to their gardening purchases in order to determine whether there were differences in their eco-friendly attitudes and behaviours, such as recycling. Researchers collected plant purchases, recycling attitudes and behaviours, and preferences for eco-friendly containers from 763 consumers in IN, MI, MN and TX. A cluster analysis based on plants purchases yielded three consumer segments: Low Use, Woody Plant Buyers and Herbaceous Plant Buyers. There were some differences with regard to recycling behaviours among consumers in the three groups including recycling aluminum drinking cans, newspapers, magazines, use of energy-saving bulbs and composting yard waste.

Original languageEnglish (US)
Title of host publicationXXVIII International Horticultural Congress on Science and Horticulture for People (IHC2010)
Subtitle of host publicationInternational Symposium on Integrating Consumers and Economic Systems
PublisherInternational Society for Horticultural Science
Pages43-48
Number of pages6
ISBN (Print)9789066050686
DOIs
StatePublished - Mar 31 2012

Publication series

NameActa Horticulturae
Volume930
ISSN (Print)0567-7572

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