Consumer preferences for low-input turfgrasses: A conjoint analysis

Traditional turfgrasses found in residential lawns provide a functional and aesthetically pleasing landscape if provided adequate resource inputs, yet, as available natural resources become more limited and public concerns grow stronger about the ecological effects of urban turfgrass management, it becomes increasingly important to pursue alternative landscape options. There are non-traditional turfgrasses that require fewer resource inputs that could be made available to homeowners. The objective of this study was to estimate consumer preferences and the relative importance of aesthetic and maintenance attributes of turfgrasses as well as identify potential market segments of the residential turfgrass market. Conjoint analysis was conducted on survey responses of 116 Minnesota homeowners. The results indicated that maintenance attributes of turfgrasses, specifically irrigation requirement, significantly affected consumer purchasing behavior. The analysis also identified four potential market segments, the Price Conscious segment, the Shade Adaptation segment, theMowing Conscious segment, and theWater Conscious segment.