Consumer Perceptions of Landscape Plant Production Water Sources and Uses in the Landscape during Perceived and Real Drought

Abstract

<jats:p>Water is becoming scarcer as world population increases and will be allocated among competing uses. Some of that water will go toward sustaining human life, but some will be needed to install and support landscape plants. Thus, future water resource availability may literally change the American landscape. Recent research suggests that consumers’ attitudes and behavior toward potable water supplies have changed in other countries because of greater social awareness and increasingly widespread exposure to drought conditions. We conducted an online survey of 1543 U.S. consumers to assess their perceptions about landscape plants, the water source used to produce them, and plant water needs to become established in the landscape. Using two separate conjoint designs, we assessed their perceptions of both herbaceous and woody perennials. Consumers placed greater relative importance on water source in production over water use in the landscape for both herbaceous and woody perennials included in this study. They preferred (had a higher utility score for) fresh water over recycled water and least preferred a blend of fresh with recycled water for perennials and recycled water used for woody perennial production. In addition, the group that did not perceive a drought but experienced one placed a higher value (higher utility score) on nursery plants grown with fresh water compared with those which were actually not in drought and did not perceive one. Educational and promotional efforts may improve the perception of recycled water to increase the utility of that resource. Promoting the benefits of low water use plants in the landscape may also facilitate plant sales in times of adequate and low water periods.</jats:p>

Water Conserving Message Influences Purchasing Decision of Consumers

“…The conjoint study produced findings consistent with prior research [8,44,66,67]. Overall, plant type was the most important product attribute, while price was the least important.…”

“…In one study, participants who accurately perceived themselves to be in a drought situation had a more accurate assessment of their confidence and knowledge in conserving water in their outdoor space (i.e., they were consciously competent.) [8]. Additionally, Behe et al [9] and Knuth et al [10] found that individuals who scored high on plant expertise and had a high level of involvement with plants also had greater involvement in water conservation, and tended to be more engaged in water conservation activities.…”

“…Water conservation messaging on retail signage is relatively novel. Knuth et al [8] conducted a national survey in 2016 investigating drought influences on outdoor plant purchases. They found that consumers who were in drought, whether they knew it unconsciously or consciously, had different landscape irrigation habits based on their perception of drought status.…”

“…They found that consumers who were in drought, whether they knew it unconsciously or consciously, had different landscape irrigation habits based on their perception of drought status. Furthermore, subjects placed greater relative importance on the water source used during plant production (e.g., fresh, recycled, or blended water sources) over water use in the landscape (i.e., watering in the first season versus multiple seasons) for both herbaceous and woody perennial plants [8]. Additionally, consumers preferred growers who used fresh water over recycled water, and least preferred a blend of fresh with recycled in perennial and shrub production.…”

Social and Economic Aspects of Water Use in Specialty Crop Production in the USA: A Review

“…Consumers placed a higher relative importance on plant water use in the landscape compared to use in production and preferred fresh-water to recycled water or a blend of fresh-and recycled water [24]. Furthermore, consumers who accurately perceived they were in a drought situation exhibited different attitudes and behaviors compared to individuals who did not accurately perceive they were in a drought situation [25]. Pro-water conserving attitudes and behavior are more likely observed among individuals with greater plant purchases and who place a higher value on activities in a landscaped environment [26].…”