Gardening consumer segments vary in ecopractices

Bridget K. Behe, Benjamin Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, Chengyan Yue

Research output: Contribution to journalArticlepeer-review

16 Scopus citations

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 to determine whether there were differences in their ecofriendly attitudes and behaviors such as recycling. Our underlying hypothesis was that different types of gardeners may exhibit more environmentally friendly behavior, predisposing them to be more receptive to product innovations specifically designed to be ecofriendly. Researchers collected plant purchases, recycling attitudes and behaviors, and preferences for ecofriendly containers from 763 consumers in Indiana, Michigan, Minnesota, and Texas. A cluster analysis based on plant purchases yielded three consumer segments: low use, woody plant buyers, and herbaceous plant buyers. There were some differences with regard to recycling behaviors among consumers in the three groups, including recycling aluminum drinking cans, newspapers, magazines, use of energy-saving bulbs, and composting yard waste. Generally, herbaceous plant buyers were most ecofriendly followed by woody plant buyers and low use. Given these differences, there appears to be some merit in the future to segment consumers by plant purchases versus others to target specific types of ecofriendly products to them.

Original languageEnglish (US)
Pages (from-to)1475-1479
Number of pages5
JournalHortScience
Volume45
Issue number10
DOIs
StatePublished - Oct 2010

Keywords

  • Preference
  • Recycling
  • Survey

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