Investigating factors influencing consumer adoption of low-input turfgrasses

Chengyan Yue, Manlin Cui, Eric Watkins, Aaron Patton

Research output: Contribution to journalArticlepeer-review

Abstract

Important financial savings, along with reductions in environmental impact, can be achieved by planting lawns with low-input turfgrass species. Drawing on data from an online survey, this article provides empirical evidence on the factors that influence consumers’ willingness to adopt low-input turfgrasses. We group consumers into two segments: Willing Adopters and Reluctant Homeowners. Regardless of segment, consumers who regard maintenance requirements as more important were more willing to adopt low-input turfgrasses, whereas those who placed a higher value on appearance, were more unlikely to change to a low-input turfgrass, especially for Reluctant Homeowners. We categorized the barriers to adoption as follows: 1) Promotion, 2) Benefits and Accessibility, 3) Peer Effect, 4) Sample, and 5) Information. Our models predict that consumers’ willingness to adopt low-input turfgrass can be significantly increased if the identified barriers are removed. Based on our study, suppliers/retailers should adopt heterogeneous and multiple marketing strategies, such as promoting through multiple channels, informing and advising the public on proper information, providing photos or exhibiting in-store samples, triggering communication between different types of consumers, and providing incentives and improving accessibility, to target different consumer groups.

Original languageEnglish (US)
Pages (from-to)1213-1220
Number of pages8
JournalHortScience
Volume56
Issue number10
DOIs
StatePublished - Oct 2021

Bibliographical note

Funding Information:
Received for publication 11 May 2021. Accepted for publication 28 June 2021. Published online 25 August 2021. This project is funded by U.S. Department of Agriculture, Specialty Crop Research Initiative, Grant Number 2017-51181-27222. C.Y., E.W., and A.P. are Professors. M.C. is a PhD student. C.Y. is the corresponding author. E-mail: yuechy@ umn.edu. This is an open access article distributed under the CC BY-NC-ND license (https://creativecom-mons.org/licenses/by-nc-nd/4.0/).

Publisher Copyright:
© 2021 American Society for Horticultural Science. All rights reserved.

Keywords

  • Market segments
  • Marketing strategies
  • Sustainability

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