Greater Appeal of Native Plants for Environmentally Conscious Consumers

Native plants are increasingly of interest to growers, wholesalers, and retailers as they seek to expand sales in this important plant category. A recent online survey of 2,066 Americans showed that while many consumers were interested in, and had made a purchase of, a native plant in the past 12 months, more than half believed they were either slightly or not at all knowledgeable about native plants. People who use more environmentally conscious gardening behaviors (e.g., composting, recycling containers, rain barrels, organic practices, pollinator friendly plants, plants requiring less irrigation) are more likely to view native plants as important in their gardens and landscapes. Three segments based on perceived importance of native plants were compared and marketing implications are discussed.