Investigating Factors Influencing Consumer Adoption of Low-input Turfgrasses

Abstract

Important financial savings, along with reductions in environmental impact, can be achieved by planting lawns with low-input turfgrass species. Drawing on data from an online survey, this article provides empirical evidence on the factors that influence consumers’ willingness to adopt low-input turfgrasses. We group consumers into two segments: Willing Adopters and Reluctant Homeowners. Regardless of segment, consumers who regard maintenance requirements as more important were more willing to adopt low-input turfgrasses, whereas those who placed a higher value on appearance, were more unlikely to change to a low-input turfgrass, especially for Reluctant Homeowners. We categorized the barriers to adoption as follows: 1) Promotion, 2) Benefits and Accessibility, 3) Peer Effect, 4) Sample, and 5) Information. Our models predict that consumers’ willingness to adopt low-input turfgrass can be significantly increased if the identified barriers are removed. Based on our study, suppliers/retailers should adopt heterogeneous and multiple marketing strategies, such as promoting through multiple channels, informing and advising the public on proper information, providing photos or exhibiting in-store samples, triggering communication between different types of consumers, and providing incentives and improving accessibility, to target different consumer groups.

Keywords

• market segments
• marketing strategies
• sustainability