Attitudes Toward and Preferences of Florida Consumers and Growers Regarding a Proposed Scientifically Based University Certification Process for Wildlife-friendly Plants

Abstract

This article shares survey results provided by both consumers and growers regarding the University of Florida Biodiversity Certified Plants for the Rapidly Expanding Urban Landscape Market project conducted at the University of Florida (UF). The overall goal of this project was to develop and test a scientifically based, UF-trademarked process for the certification of high-quality, commercially available, wildlife-friendly plants for the green industry. The objectives of two surveys that targeted consumers and growers, respectively, were to assess consumer and grower attitudes, knowledge, and behaviors pertaining to wildlife-friendly plants and a proposed certification. The consumer survey results ( n = 868) indicated that respondents (consumers) strongly agreed with purchasing wildlife-friendly plants, and that respondents would benefit from the proposed certification. The certification could help consumers gain a better understanding of which plants are wildlife-friendly at the point of purchase. Nearly half of consumers reported an inability to identify wildlife-friendly plants in the store, which hinders them from purchasing. The grower survey results ( n = 75) indicated that respondents were willing to offer biodiversity-certified plants. More growers rated themselves as innovators (the most innovative category) in terms of adopting innovations than any other diffusion of innovations category (early adopter, early majority, later majority, hesitant, or none of these), although the perceived cost of obtaining the certification was seen as a potential barrier toward grower adoption of the certification. These findings indicate that the proposed certification would be successful with appropriate and tailored marketing materials for both growers and consumers.