This study examined consumer preferences in the United States regarding the distribution of gardening and floral information through Cooperative Extension and related industry sources. Using a conjoint analysis framework, we analyzed survey responses from 2633 participants to identify preferred topics, information sources, delivery methods, and audience formats for gardening education programs. Our findings reveal significant heterogeneity among consumer segments, with preferences clustering around distinct themes, including live hands-on formats, nonlive content, and specific information sources such as Extension, public gardens, or industry. Key clusters included segments that favored gardening, ornamental plants, turfgrass, and houseplants, each with unique preferences for program delivery. These insights underscore the need for a targeted approach to program design and suggest that tailoring gardening education to align with audience-specific preferences could enhance participation and satisfaction. This research contributes to the floral marketing field by providing actionable strategies for industry stakeholders and Extension professionals to improve outreach effectiveness, increase engagement, and optimize resource allocation.
Campbell et al. (Thu,) studied this question.