Water Conserving Message Influences Purchasing Decision of Consumers

Melinda J Knuth,Hayk Khachatryan,Patricia T Huddleston,Bridget K Behe,Charles R Hall,R Thomas Fernandez

doi:10.3390/w12123487

Melinda J Knuth, Hayk Khachatryan + Show 4 more

Open Access

https://doi.org/10.3390/w12123487

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Abstract

As more of the U.S. population urbanizes, freshwater resources will become more partitioned and scarcer. Live plants need water to become established and survive, but water demands vary by taxa. Additionally, outdoor household water use is becoming a greater target for watering restrictions, particularly landscape irrigation. Yet, how important is water conservation messaging in the context of a plant purchasing decision for outdoor plants? A ratings-based conjoint analysis of the water message, plant type, price, and plant guarantee was conducted using data from 288 subjects from three locales who rated their purchase intention to buy a plant from a retail merchandising display while using an eye-tracking device. Subjects were clustered by state of residency and, separately, their conjoint utility scores. Results indicate that water-related messaging does play a positive role in purchase intention. Residents of states who frequently experienced drought rated a water-saving message higher compared to residents of states who experienced relatively little drought. For some consumer groups, such as plant buyers, water savings are important and sought after. Green industry stakeholders should be aware of their region’s drought history and help develop point of purchase information to include water conservation messaging in retail displays.

Highlights

The scarcity of water due to the increase in urbanization has led to the separation of water needs into categories such as outdoor or indoor, business or household, etc. [1]
We examine the combination of a water conservation message, plant guarantee, and price on the purchase intention of live plants in a retail display
The present study identified the effects that these product attributes have on purchase intentions

Summary

Introduction

The scarcity of water due to the increase in urbanization has led to the separation of water needs into categories such as outdoor or indoor, business or household, etc. [1]. The scarcity of water due to the increase in urbanization has led to the separation of water needs into categories such as outdoor or indoor, business or household, etc. While indoor water usage appears stable from season to season, outdoor water usage is more varied, considered a discretionary use, and is subject to regulation surrounding its usage [2,3]. Outdoor water application constitutes approximately 30% of water used in and around residential homes [4]. Outdoor water use is usually determined by seasonal need, garden type and importance, social norms, and landscape area size. Increased regulations generally result in an increase in direct and indirect costs, and an indirect cost of watering restrictions is that they often result in landscapes being altered to require less water. Water costs must be weighed against the benefits of water conservation

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