The Role of Consumers’ Knowledge of Native and Pollinator-friendly Plants and Their Prioritization of Plant Characteristics in Purchase Decisions

There is a growing trend toward planting native and pollinator-friendly plants in residential gardens and landscapes due to concerns about invasive plant species, water conservation, and urban land management. Yet, understanding consumer purchase behavior and how knowledge affects their purchase intent is largely unknown. In this analysis, we integrated national online and in-person surveys to determine the influence of consumers’ subjective and objective knowledge of native and pollinator-friendly ornamental plants on their purchase decisions. Factors influencing plant purchase decisions were measured using a 7-point Likert rating scale. We found that participants with relatively higher knowledge of native and pollinator-attractive plants placed more emphasis on sustainable production methods relative to the plant’s physical attributes (e.g., plant size, shape, etc.) and care-related characteristics (e.g., plant health, easiness of care, etc.). Plant lovers (i.e., frequent purchasers who spent relatively more money on plants than infrequent purchasers) were more likely to prioritize sustainable production methods over the plants’ physical attributes. In contrast, participants primarily buying plants from mass merchandisers/box stores tend to focus on visual appeal or aesthetic characteristics. Consumer marketing implications for the nursery and greenhouse industry stakeholders are discussed.