2024
DOI: 10.21273/horttech05401-24
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Unwrapping the Native Plant Black Box: Consumer Perceptions and Segments for Target Marketing Strategies

Alicia L. Rihn,
Ariana Torres,
Bridget K. Behe
et al.

Abstract: The increasing demand for sustainable products has helped spur demand for native plants. This study used an online survey of 2066 US consumers, a factor analysis, and Ward’s linkage cluster analysis to identify unique customer segments in the native plant marketplace. The following three clusters were identified: native averse (31.6%), native curious (35.7%), and native enthusiast (32.7%). The native enthusiast cluster agreed strongly with positive statements related to native plant perceptions and attributes.… Show more

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