Unwrapping the Native Plant Black Box: Consumer Perceptions and Segments for Target Marketing Strategies
| Author(s) | Rihn, Alicia L. | |
| Author(s) | Torres, Ariana | |
| Author(s) | Behe, Bridget K. | |
| Author(s) | Barton, Sue | |
| Date Accessioned | 2024-06-14T19:33:30Z | |
| Date Available | 2024-06-14T19:33:30Z | |
| Publication Date | 2024-05-23 | |
| Description | This article was originally published in HortTechnology. The version of record is available at: https://doi.org/10.21273/HORTTECH05401-24. © American Society for Horticultural Science 2024. This is an open access article distributed under the CC BY-NC-ND license (https://creativecommons.org/licenses/by-nc-nd/4.0/). | |
| 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. The native averse cluster exhibited the lowest level of agreement with these items and the greatest level of agreement with negative or neutral statements about native plants. The native curious cluster was intermediate between the other clusters but generally agreed with positive attributes. Demographic characteristics impacted cluster membership. The marketing implications are discussed. | |
| Sponsor | Funding for the project was provided by the Horticulture Research Institute (HRI). Its contents are solely the responsibility of the authors and do not necessarily represent the views of the HRI. | |
| Citation | Rihn, Alicia L., Ariana Torres, Bridget K. Behe, and Sue Barton. "Unwrapping the Native Plant Black Box: Consumer Perceptions and Segments for Target Marketing Strategies", HortTechnology 34, 3 (2024): 361-371, https://doi.org/10.21273/HORTTECH05401-24 | |
| ISSN | 1943-7714 | |
| URL | https://udspace.udel.edu/handle/19716/34501 | |
| Language | en_US | |
| Publisher | HortTechnology | |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | en |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| Keywords | aesthetics | |
| Keywords | online survey | |
| Keywords | ordered probit | |
| Keywords | pollinator friendly | |
| Keywords | wildlife attractive | |
| Title | Unwrapping the Native Plant Black Box: Consumer Perceptions and Segments for Target Marketing Strategies | |
| Type | Article |
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