Awareness of and Interest in Native Wildflowers among College Students in Plant-related Disciplines: A Case Study from Florida

Abstract

Traditional college students do not fit the demographic profile of people who are driving increased sales in gardening and landscaping or the use of native wildflowers. However, today's college students, especially those in plant-related disciplines, may be making future decisions regarding the use of native wildflowers for various applications. Many college students may be unaware of or disinterested in native wildflowers. We used a web-based survey to gauge awareness and interest of native wildflowers in Florida college students enrolled in plant-related disciplines. While students have a generally low awareness of native wildflowers, they expressed high levels of interest in learning more about the identification or cultivation of these species, seeing wildflowers, particularly on their campuses, and using wildflowers in different settings. Students were also interested in purchasing native wildflower seeds or finished plants from local retailers rather than through the Internet. We used student responses from this study to discuss education and marketing opportunities toward native wildflowers.