Organically and locally grown food products have become increasingly popular in recent years. However, unlike food products, consumers purchase most outdoor plants for their aesthetic value rather than their nutritional value. Many of the health concerns related to food products might not be applicable to ornamental plants, so the demand for organic non-food plants is unknown. Using a survey with 834 participants from four states, we investigated consumer preference for ornamentals, vegetable transplants, and herbs grown: 1) organically, locally, and sustainably; 2) in energy-efficient greenhouses; and 3) in biodegradable, compostable, and recyclable containers. Our study found that consumers are not enthusiastic about plants or their fertilizers being “organic.” However, consumers are very interested in plants being produced locally, similar to the public's ever-increasing interest in local food products. Consumers are also interested in purchasing plants in containers that are more sustainable. Among the different types of containers, biodegradable and compostable pots are more desirable than recycled pots.

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Some consumers are becoming more interested in and purchasing products that are locally grown and/or ecologically friendly. Market segmentation and product targeting are efficient methods to allocate a firm’s scarce marketing resources to supply heterogeneous markets. This study’s objective was to identify consumer segments, focusing on their gardening purchases, to determine whether there were differences in consumer preferences for provenance and environmental attributes for transplant purchases. Using a consumer survey of U.S. and Canadian consumers, we found that participants who purchased different plant types had distinct preferences for varying environmental attributes and provenances. We profiled nine consumer segments, identifying their plant purchases and preferences for local and sustainably grown products and plant containers. Results provide plant producers and retailers with market segments that can be identified and targeted and provide a basis for customizable marketing communications to enhance profits.

Currently, one of the most widely discussed topics in the green industry, which is promulgated by consumers exhibiting greater degrees of environmental awareness, is the issue of environmental sustainability. This has led to a desire for products that not only solve the needs of consumers, but are also produced and marketed using sustainable production and business practices. Consumers increasingly place a greater emphasis on product packaging and this has carried over to the grower sector in the form of biodegradable pots. Although various forms of these eco-friendly pots have been available for several years, their marketing appeal was limited as a result of their less-than-satisfying appearance. With the recent availability of more attractive biodegradable plant containers, a renewed interest in their suitability in the green industry and their consumer acceptance has emerged. The objective of this study was to determine the characteristics of biodegradable pots that consumers deem most desirable and to identify distinct consumer segments, thus allowing producers/businesses to more efficiently use their resources to offer specific product attributes to those who value them the most. We conducted a conjoint analysis through Internet surveys with 535 valid observations from Texas, Michigan, Minnesota, and Indiana. Our results show that on average, consumers like rice hull pots the most followed by straw pots. Our analysis identified seven market segments and corresponding consumer profiles: “Rice Hull Likers,” “Straw Likers,” “Price Conscious,” “Environmentally Conscious,” “Carbon Sensitive,” “Non-discriminating.” Idiosyncratic marketing strategies should be implemented by industry firms to market biodegradable containers to the identified consumer segments.

This study used and compared hypothetical conjoint analysis and nonhypothetical experimental auctions to elicit floral customers' willingness to pay for biodegradable plant containers. The results of the study show that participants were willing to pay a price premium for biodegradable containers, but the premium is not the same for different types of containers. This article also shows the mixed ordered probit model generates more accurate results when analyzing the conjoint analysis Internet survey data than the ordered probit model.

Satsuma mandarins (Citrus unshiu) have been produced intermittently along the Gulf Coast for over a century. However, very little is known about the market potential for this citrus fruit in today's consumer markets. This study evaluated consumer preferences for seven external attributes over a range of levels: price ($1.07, $2.18, or $4.39/kg), color (green-yellow, yellow-orange, or orange), size (5.08, 6.35, or 7.62 cm in diameter), seediness (0, 3, or 7 seeds), blemishes (0, 1.91, or 3 cm in diameter), production region label (Alabama or U.S.A.), and organic production (yes or no). Consumers from grocery stores in nine cities in Alabama and Georgia were asked to evaluate 20 photographs of various combinations of these attribute levels using a seven-point intention-to-buy scale. 605 useable surveys were collected and a conjoint analysis was conducted to determine the strength of preference for the attribute levels and the relative importance for attributes. Three consumer segments were identified by cluster analysis of strengths of preferences: the no-blemish segment (37% of sample), the price-sensitive segment (23% of sample), and the no-seeds segment (41% of sample). A multinomial logit analysis identified several demographic, socioeconomic, and usage variables as significant determinants of segment membership.

Plants are often merchandised with minimal packaging; thus, consumers have only the plant (intrinsic cue) or information signs (extrinsic cues) on which to assess the product and base their purchase decision. Our objective was to segment consumers based on their preferences for certain plant display attributes and compare their gaze behavior when viewing plant displays. Using conjoint analysis, we identified three distinct consumer segments: plant-oriented (73%), production method-oriented (11%), and price-oriented (16%) consumers. Using eye tracking technology, we show that subjects spent more visual attention to cues in the horticultural retail displays that were relatively more important to them. For example, plant-oriented consumers were the fastest segment to fixate on the plants and looked at the plants for longer amounts of time compared with the other segments. Production method-oriented consumers looked at the labeling related to production method for a longer duration, whereas the price-oriented consumer looked at the price sign the longest. Findings suggest that retailers should carefully consider the type of information included on retail signage and the visual impact it has on different consumers.

During the past decade, Canadian consumers have developed a keen interest in local and organicfoods. In response, the Canadian government established standards to regulate their labeling. However, many retail and media outlets offer varying definitions that fit their needs. Consumers utilize this often conflicting information to formulate their understanding of local and organic. The aim of this study was to investigate consumer understanding and perception of local and organic food, especially in regard to production characteristics. The results indicate that local is predominantly defined as decreased miles to transport, whereas organic is defined as food produced without the use of synthetic pesticides. However, a fairly large percentage of consumers perceive inaccurate definitions as being characteristics of local and organic. Furthermore, consumers with accurate definitions of local and organic share a similar consumer profile, while consumers with misguided perceptions do not. We also see that characteristics such as ethnic heritage, personal characteristics, geographic region, and length of stay in Canada not only influence consumer understanding and perception, but also the geographic boundaries associated with local. Au cours de la dernière décennie, les consommateurs canadiens ont montré un intérêt marqué pour les aliments biologiques et locaux. En réactionà cet intérêt, le gouvernement du Canada aélaboré des normes pour en réglementer l'étiquetage. Toutefois, de nombreux détaillants et médias offrent des définitions qui satisfont leurs besoins respectifs. Les consommateurs se fondent sur cette information souvent conflictuelle pour se faire une idée des appellations «biologique et local». La présenteétude visaità examiner la compréhension et la perception des consommateurs concernant les aliments biologiques et locaux, en particulier les caractéristiques de production. Les résultats de notreétude ontindiqué que le qualificatif « local » est principalement associéà une diminution de la distance parcourue par les aliments, tandis que le qualificatif « biologique » fait référenceà des aliments qui ontété produits sans l'utilisation de pesticides synthétiques. Cependant, un assez fort pourcentage de consommateurs a des définitions inexactes des qualificatifs « biologique et local ». De plus, les consommateurs qui ont des définitions exactes de ces qualificatifs présentent un profil similaire, contrairement aux consommateurs qui ont des perceptions erronées. Nous avons aussi observé que certaines caractéristiques, comme l'origine ethnique, les caractéristiques personnelles, la région géographique et la durée du séjour au Canada, influencent non seulement la compréhension et la perception, mais aussi les frontières géographiques associées au qualificatif « local ».