Regional Differences in U.S. Consumer Preferences for Native Woody Shrubs With Varying Aesthetic Characteristics

Native plants offer a variety of aesthetic (e.g., fall colour, fruit, flowers) and functional benefits (e.g., pollinator friendly, wildlife friendly, water management). How these benefits influence consumer choice and perceived value of native versus introduced plants is not well understood. Additionally, the geographic location of the consumer may influence his/her preferences for native species. The present study used an online survey with a discrete choice experiment to elicit regional differences in 2011 U.S. consumers’ preferences for native and introduced woody ornamental plant species with fall colour, fruit, and flower characteristics. Results suggest preferences for native plants versus introduced plants rely heavily on the specific type of plant presented, likely due to differences in aesthetics and preferences. Generally, participants had stronger preferences for native plants than introduced species. However, some differences arose. In the fruit and flower aesthetic benefits, one of the native species was valued more than the introduced species, while in the fall colour aesthetic one of the native species was valued less than the introduced species. Regional differences were noted. Industry implications include clearly articulating when a native plant is presented in the retail centre to allow customers to make informed decisions based on their own values and to highlight plant benefits that align with regional needs.