A survey was conducted to quantify what gardening topics consumers were interested in learning and what sources they used to learn about these topics. Approximately half of the participants (48.2%) responded that they were currently interested in a topic. Friend/neighbor/family members (53.4%), garden center staff (51.0%), and gardening books (48.2%) were the most popular sources for this information. University Web sites, Extension offices, and Master Gardener programs were among the least five sources used. Survey results can help Extension personnel with consumer horticulture responsibilities provide appropriate information to consumers. Results can also help provide a measure of Extension impact

Kelley, Kathleen M

Wehry, Rebecca H

English

Clemson University: TigerPrints

The Journal of Extension Volume 44 Number 2 Article 18 4-1-2006 Consumer Interest in Gardening Topics and Preferred Information Sources Kathleen M. Kelley Pennsylvania State University, kmk17@psu.edu Rebecca H. Wehry Pennsylvania State University, rhw124@psu.edu This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License. Recommended Citation Kelley, K. M., & Wehry, R. H. (2006). Consumer Interest in Gardening Topics and Preferred Information Sources. The Journal of Extension, 44(2), Article 18. https://tigerprints.clemson.edu/joe/vol44/iss2/18 This Research in Brief is brought to you for free and open access by the Conferences at TigerPrints. It has been accepted for inclusion in The Journal of Extension by an authorized editor of TigerPrints. For more information, please contact kokeefe@clemson.edu. 	 JOEHOME JOURNAL GUIDELINES ABOUT	JOE CONTACT NATIONAL	JOB	BANKCurrent	Issues Back	IssuesApril	2006	//	Volume	44	//	Number	2	//	Research	in	Brief	//	2RIB70Consumer	Interest	in	Gardening	Topics	and	PreferredInformation	SourcesAbstractA	survey	was	conducted	to	quantify	what	gardening	topics	consumers	were	interested	inlearning	and	what	sources	they	used	to	learn	about	these	topics.	Approximately	half	of	theparticipants	(48.2%)	responded	that	they	were	currently	interested	in	a	topic.Friend/neighbor/family	members	(53.4%),	garden	center	staff	(51.0%),	and	gardening	books(48.2%)	were	the	most	popular	sources	for	this	information.	University	Web	sites,	Extensionoffices,	and	Master	Gardener	programs	were	among	the	least	five	sources	used.	Survey	resultscan	help	Extension	personnel	with	consumer	horticulture	responsibilities	provide	appropriateinformation	to	consumers.	Results	can	also	help	provide	a	measure	of	Extension	impact.	IntroductionUnderstanding	a	clientele's	needs	and	interests	can	help	various	manufacturers	develop	moreuseful	products,	which	in	turn	may	help	them	thrive	in	their	industries.	Extension	educators,specialists,	and	Master	Gardeners	can	also	use	clientele	information	to	develop	more	useful"products"	by	creating	publications	and	presentations	that	specifically	address	topics	of	interest.Several	industries	have	conducted	surveys	to	identify	the	goods	and	services	their	clientele	wouldlike	to	learn	about	and	sources	to	obtain	information.	In	an	effort	to	understand	how	to	best	relayhuman	health	care	information	to	consumers,	a	survey	was	conducted	to	quantify:	a)	the	primaryand	b)	the	preferred	source	for	such	information	(Jensen,	1989).	Options	included:	their	physician,the	media	(e.g.,	direct	mail,	newspapers,	and	television),	or	word	of	mouth.	Sixty	percent	ofrespondents	replied	that	the	media,	principally	direct	mail	(28%),	was	their	primary	source	forhealth	care	information,	and	that	42%	of	participants	would	prefer	to	receive	information	from	thissource	(Jensen,	1989).In	addition,	Edgman-Levitan	and	Cleary	(1996)	summarized	a	variety	of	consumer	surveyresponses	and	focus	group	transcripts	to	determine	what	health	care	issues	concerned	thisaudience.	Responses	included	how	a	plan	works,	the	costs,	and	covered	benefits.	By	collecting	andanalyzing	responses,	more	detailed	publications	could	be	developed	to	serve	as	a	resource	forconsumers.Extension	personnel	have	also	conducted	surveys	to	better	understand	consumer	awareness	andinterest	in	plant	health	care	and	integrated	pest	management	(Sellmer,	Kelley,	Barton,	&	Suchanic,2003)	and	nursery	and	landscape	companies	use	of	integrated	pest	management	practices(Sellmer,	Ostiguy,	Hoover,	&	Kelley,	2004a	and	2004b).	Results	have	been	used	in	Extensionpresentations	to	educate	industry	audiences	and	are	the	basis	for	proposed	Extension	publicationsand	other	resources	(Sellmer,	personal	communication).Kathleen	M.	KelleyAssistant	Professor	of	Consumer	HorticultureInternet	Address:	kmk17@psu.eduRebecca	H.	WehryFormer	Graduate	StudentInternet	Address:	rhw124@psu.eduThe	Pennsylvania	State	UniversityUniversity	Park,	PennsylvaniaUnderstanding	an	audience's	needs,	wants,	and	interests	is	one	strategy	that	can	be	employed	tohelp	them	achieve	the	level	of	gardening	success	they	desire.	To	begin	the	process	of	supplyingconsumers	with	gardening	and	related	Extension	publications	and	presentations	that	are	ofinterest,	a	study	was	conducted	to:	1)	understand	what	gardening	topics	consumers	wereinterested	in	learning	and	2)	quantify	the	number	of	participants	who	used	selected	sources	tolearn	about	these	topics.Materials	and	MethodAn	intercept	survey	was	conducted	at	the	2003	Philadelphia	Flower	Show,	in	Philadelphia,	Pa.	on	6and	7	Mar.	2003.	This	annual	event	attracts	gardening	enthusiasts	to	view	the	newest	trends	ingarden	and	floral	design.	The	survey	was	administered	adjacent	to	the	Penn	State	CooperativeExtension	"Ask	the	Expert"	Booth,	where	attendees	could	ask	Extension	personnel	gardening,landscape,	and	plant-related	questions.	This	event	was	specifically	chosen	for	the	survey	becausethe	intent	of	the	study	was	to	specifically	ask	gardeners,	of	which	eight	out	of	10	households	in	theU.S.	participate	in	this	leisure	activity	(Butterfield,	2003),	about	their	interest	in	gardening	and	adesire	to	learn	more	about	the	activity.Survey	participants,	18	years	of	age	and	older,	were	self-selected	and	answered	questionspertaining	to	what	gardening-related	topics	currently	interested	them,	if	they	searched	forinformation	on	the	topic,	if	they	had	difficulty	finding	information,	and	from	what	sources	do	theyobtain	their	gardening	information.	Participants	also	answered	demographic	questions,	includingannual	household	income,	age,	education,	state	of	residence,	and	household	size.	Participantswere	given	a	Yankee�	votive	candle	as	an	incentive	for	participating	and	completing	the	survey.Responses	to	selected	questions,	based	on	demographic	status,	were	analyzed	using	chi	square(SPSS,	Chicago,	Ill.)	at	P	<	0.05.	Significance	was	tested	for	the	following	questions:	1)	whetherconsumers	were	currently	interested	in	a	gardening	topic	and	2)	sources	from	which	consumersobtain	their	gardening	information.	Demographics	tested	were:	age	range,	gender,	highest	level	ofeducation,	number	of	people	in	the	household	18	years	of	age	or	older	(single	adult	household	vs.more	than	one	adult	in	the	household),	number	of	people	in	the	household	under	the	age	of	18	(nochildren	vs.	one	or	more	child),	and	2002	annual	household	income.ResultsOf	the	441	consumers	who	participated	in	the	survey,	the	majority	was	from	the	Mid-Atlanticregion	(Pennsylvania,	56.5%;	New	Jersey,	20.9%;	New	York,	7.4%;	Maryland,	4.0%;	Delaware,3.7%;	and	Washington	D.C.,	0.2%;	Table	1).Table	1.County/State	of	Residence	for	Survey	Respondents	Who	Participated	in	anIntercept	Survey	Conducted	at	the	Philadelphia	Flower	ShowCountry/State Percent	of	Survey	ParticipantsWho	Reside	ThereCanada 0.7%Connecticut 0.2%Delaware 3.7%Florida 0.2%Louisiana 0.2%Maryland 4.0%Maine 0.5%New	Hampshire 0.2%New	Jersey 20.9%New	York 7.4%North	Carolina 0.7%Ohio 0.5%Pennsylvania 56.5%Texas 0.2%Virginia 3.7%Washing	D.C. 0.2%	Additional	demographics	characteristics	included:The	average	participant	age	was	50	years,	with	all	participants	between18	to	84	years	of	age(Table	2).The	greatest	percent	of	participants	were	female	(87.0%),	lived	in	a	household	with	at	leastone	other	adult	(81.0%),	but	with	no	children	(71.0%).Slightly	over	half	(53.8%)	of	the	participants	obtained	at	least	an	associate	degree/was	atechnical	school	graduate.Approximately	half	(51.9%)	of	the	participants	had	a	2002	annual	household	income	of<$75,000	(Table	2).Table	2.Selected	Demographics	(Age	Range,	Education	Level,	and	2002	AnnualHousehold	Income)	for	Survey	Respondents	Who	Participated	in	an	InterceptSurvey	Conducted	at	the	2003	Philadelphia	Flower	ShowDemographic	Characteristic Percent	of	Participants	in	EachCategoryAge	range	(yr.):18	–	25 5.6%26	–	37 12.1%38	–	56 49.9%57	–	69 26.0%70	–	84 6.3%Education	level:High	school	graduate	or	less 19.3%Some	college/technical	school 24.1%Associate	degree/technical	schoolgraduate 10.4%Bachelor's	degree 26.0%Master's	degree	or	greater 20.2%2002	annual	household	income:$25,000	or	less 6.5%$25,001	-	$50,000 22.8%$50,001	-	$75,	000 22.6%$75,001	-	$100,000 21.0%$100,001	-	$125,000 11.0%$125,001	-	$150,000 6.5%$150,001	-	$200,000 6.5%$200,001	or	greater 3.2%	The	mean	number	of	years	participants	reported	that	they	had	been	gardening	was	19.9	years.Only	four	(0.7%)	of	those	who	responded	to	this	question	indicated	that	they	had	been	gardeningfor	less	than	one	year	(Table	3).Table	3.Number	of	Years	(Range)	Survey	Respondents	Who	Participated	in	an	InterceptSurvey	Conducted	at	the	2003	Philadelphia	Flower	Show	in	PhiladelphiaReported	That	They	Had	Been	GardeningNumber	of	Years	(Range)Participants	Had	Been	GardeningPercent	of	Participants	in	EachGroupLess	than	one	year 0.7%One	to	five	years 20.2%Six	to	ten	years 15.4%Eleven	to	Twenty	years 24.4%Twenty-one	to	Forty	years 32.1%Forty-one	to	sixty	years 7.2%	Almost	all	of	the	participants	had	an	area	in	their	yard	that	they	used	as	a	garden	and	hadpurchased	landscape	plant	material	(annuals,	perennials,	woody	shrubs	and	trees)	in	2002	(94.2and	98.4%,	respectively).	A	majority	of	participants	responded	that	they	were	the	primary	decisionmaker	when	they	purchased	landscape	plant	material	for	their	garden	and	that	others	seek	themout	for	gardening	advice	(84.1	and	66.4%,	respectively).Participants	responded	to	several	other	questions:1.	 Whether	they	were	interested	in	a	gardening	topic;2.	 If	yes,	what	topic	interested	them;3.	 If	they	looked	for	and	were	able	to	find	information	about	the	topic;	and4.	 What	sources	they	obtained	the	information	from.Approximately	half	of	the	participants	(48.2%)	responded	that	they	were	currently	interested	in	atopic.	No	significant	differences	were	found	between	those	who	were	interested	in	a	topic	andthose	who	were	not,	based	on	demographic	status	(data	not	shown).	More	popular	topics	included:water	gardening	and	adding	water	features	to	their	gardens	(24	responses),	plants	for	shady	areas(20	responses),	and	herbs	(12	responses;	Table	4).Table	4.Gardening	Topics	That	Were	of	Interest	to	Survey	Respondents	WhoParticipated	in	an	Intercept	Survey	Conducted	at	the	2003	Philadelphia	FlowerShowTopic Number	ofzResponses TopicNumber	ofzResponsesWater	gardening	and	addingwater	features 24Plants	for	shadyareas 20Herbs 12 Bulbs 11Ornamental	grasses 11 Perennials 9Theme	gardens 7 Roses 6Fruit/vegetables 6 Houseplants 6Container	gardening 6 Landscapedesign 5Organic/sustainableagriculture/companionplanting5 Deer	and	rodentresistant	plants 4Building	retaining	walls/hillsidegardening 3Droughtresistant/tolerantplants3Shrubs 2 How	to	managesoil 2Gardening	in	small	spaces 2 Pruning 2Gardens	that	attract	butterfliesand	hummingbirds 2 	 	Each	of	the	following	topics	were	suggested	only	once	by	survey	participants:Annuals Arboriculture Bonsai ClematisEradicating	weeds Flowerarranging Heirloom	plantsHorticulturetherapyLow	maintenance	gardens MedicinalplantsOutdoor	livingspace	withplantsPlants	fortheseashorePlanting	to	attract	wildlife Waterconservation Wildflowers Xerioscapingz	More	than	one	response	per	participant	was	accepted.	Of	these	participants,	94.4%	responded	that	they	looked	for	information	that	would	help	themlearn	about	the	topic	of	interest,	and	89.1%	responded	that	they	were	able	to	find	the	informationthey	were	looking	for.	Participants	also	looked	at	a	list	of	sources	that	provide	gardeninginformation	and	indicated	which	ones	they	use.	Of	the	choices	available,	friend/neighbor/familymember	received	the	greatest	percent	of	responses	(53.4%),	followed	by	garden	center	staff(51.0%),	and	gardening	books	(48.2%;	Table	5).	University	Web	sites,	Extension	offices,	andMaster	Gardeners	were	among	the	least	five	sources	used.Table	5.Source	That	Survey	Respondents	Who	Participated	in	an	Intercept	SurveyConducted	at	the	2003	Philadelphia	Flower	Show	Used	to	Find	GardeningInformationSource Percent	of	Participants	Who	Usethe	SourceFriend/neighbor/family	member 53.4%Garden	center	staff 51.0%Gardening	books 48.2%Public	television	gardening	programs 39.5%Gardening	magazines 34.2%Cable	television	gardening	programs 31.1%Home	improvement	store	staff 24.4%Garden	Radio	programs 18.3%County	Cooperative	Extension	offices 17.1%Websites	created	by	home	gardeners 15.5%University	Web	sites 11.9%Horticultural	company	Web	sites 9.6%Master	Gardeners 7.1%	Based	on	demographic	status,	only	a	few	significant	differences	were	apparent	for	the	sourcesconsumers	accessed	for	information:Fewer	female	participants	(16.6%)	used	garden	radio	programs	as	a	source	for	informationthan	males	(29.1%).Participants	with	at	last	one	child	in	the	household	(29.5%)	were	less	likely	to	cite	publictelevision	gardening	programs	as	a	source	than	participants	with	no	children	(44.9%).Use	of	Web	sites	created	by	home	gardeners	was	significantly	different	among	the	age	rangestested.	More	participants	age	18	to	25	accessed	this	source	(29.2%)	compared	to	participantsage	70	to	84	(0%).Participants	with	<high	school	education	(8.4%),	were	less	likely	to	use	their	county	Extensionoffice	than	those	with	at	least	a	Master's	degree	(26.4%).Differences	were	apparent	for	use	of	garden	center	staff	as	a	source	of	information,	based	onannual	household	income.	Of	the	differences:Participants	with	an	income	<$25,000	were	less	likely	to	use	garden	center	staff	as	a	source(29.2%)	than	those	in	each	of	the	other	income	categories.Participants	in	the	$25,001-$50,000	and	$50,001-$75,000	categories	were	less	likely	to	usethis	source	(42.2	and	51.8%,	respectively)	than	participants	in	the	two	highest	income	ranges:$150,001-$200,000	and	>$200,000	(79.2	and	75.0%,	respectively).Participants	with	an	income	of	$25,001-$50,000	were	also	less	likely	to	use	this	source	thanthose	in	the	$125,001-$150,000	(65.2%)	category.Finally,	participants	with	an	income	of	$75,001-$100,000	and	$100,001-$125,000	were	lesslikely	to	access	this	source	(53.8	and	53.7%,	respectively)	than	those	in	the	$150,001-$200,000	category.DiscussionWith	almost	all	of	the	participants	responding	that	they	had	an	area	in	their	yard	that	they	use	as	agarden	and	that	they	purchased	landscape	plant	material	in	2002,	it	can	be	inferred	that	theseparticipants	were	active	gardeners.	Thus,	information	obtained	from	these	individuals	is	valuable,because	they	may	either	currently	be	pursuing	a	new	gardening	activity	or	considering	one.Another	factor	that	demonstrates	participants	were	likely	to	be	active	gardeners	is	that	they	paidan	admission	fee	to	attend	the	flower	show	where	the	survey	was	conducted.	Based	on	this,	it	canbe	further	deduced	that	survey	participants	had	a	considerable	interest	in	gardening	and	werewilling	to	pay	the	fee	to	look	at	landscape	and	floriculture	displays.Research	results	can	help	Extension	personnel	focus	efforts	to	provide	information	based	on	topicsactive	gardeners	are	most	interested	in,	rather	than	develop	and	distribute	materials	that	wouldcreate	minimal	interest.	With	the	continual	decline	in	resources	available,	and	in	some	casesincreased	level	of	responsibility	or	programming	areas,	it	is	necessary	for	educators,	specialists,and	Master	Gardeners	to	create	publications	and	other	educational	materials	that	would	best	servetheir	clientele.	Topics	proposed	for	fact	sheets,	newspaper	articles,	presentations	at	gardeningschools,	and	other	education	materials	can	be	narrowed	down	to	a	few	selections	from	acomprehensive	list.It	is	important	to	note	that	while	over	half	of	the	participants	were	from	Pennsylvania,	the	sampleincluded	participants	from	several	other	surrounding	states.	Thus,	Extension	personnel,	especiallythose	in	the	Mid-Atlantic	region,	who	do	not	feel	comfortable	conducting	a	survey	or	do	not	havethe	resources	to	do	so,	can	use	the	data	to	help	prepare	publications	and	presentations.Survey	results	are	meant	to	inform	Extension	personnel	that	among	the	gardening	public,	certaingardening	topics	were	of	interest,	and	that	a	majority	of	these	gardeners	actively	searched	forinformation	and	where	successful	at	doing	so.	Though	Extension	strives	to	meet	the	needs	ofconsumers	and	some	promotional	efforts	have	focused	on	acquainting	consumers	with	howExtension	can	serve	as	a	resource	for	them,	these	sources	were	used	by	only	a	minority	ofparticipants.	The	next	step	of	this	research	should	focus	on	how	consumers	interact	with	theirExtension	service	and	if	they	are	aware	that	this	resource	is	available	to	them.Perhaps	survey	respondents	choose	information	sources	that	are	easy	to	access:friends/neighbors/family	members,	who	participants	socialize	with	frequently;	garden	center	staff,who	are	a	conveniently	available	when	plant	material	is	purchased;	gardening	books	andmagazines,	which	participants	own	and	use	regularly	as	references;	and	public	and	cable	televisiongardening	programs,	another	resource	that	consumers	can	access	and	that	is	readily	available	intheir	own	home.To	better	understand	why	consumers	select	the	information	sources	that	they	rely	on,	they	shouldbe	surveyed	as	to	what	factors	prompt	their	decision:	convenience,	previous	usage,	trust,reliability,	or	other	reasons.	To	determine	how	Extension	can	be	a	more	prominent	informationsource,	future	research	should	focus	on	how	consumers	are	first	introduced	to	Extension,	if	theyunderstand	what	Extension	resources	are	available	to	them,	and	if	programming	meets	theirneeds.	ReferencesButterfield,	B.	2003.	National	gardening	survey	2002.	The	National	Gardening	Association,	Inc.South	Burlington,	Vt.Edgman-Levitan,	S.,	&	Cleary,	P.	D.	(1996).	What	information	do	consumers	want	and	need?	HealthAffairs,	15(4),	42-56.Jensen,	J.	(1989).	Direct	mail	the	primary,	preferred	source	of	healthcare	information.	ModernHealthcare,	19(37),	94-95.Sellmer,	J.	C.,	Ostiguy,	N.,	Hoover,	K.,	&	Kelley,	K.	M.	(2004a).	Assessing	the	integrated	pestmanagement	practices	of	Pennsylvania	landscape	companies.	Journal	of	Arboriculture	30(4):253-259.Sellmer,	J.	C.,	Ostiguy,	N.,	Hoover,	K.,	&	Kelley,	K.	M.	(2004b).	Assessing	the	integrated	pestmanagement	practice	of	Pennsylvania	nurseries.	HortScience	39(2):297-302.Sellmer,	J.	C.,	Kelley,	K.	M.,	Barton,	S.,	&	Suchanic,	D.	J.	(2003).	Assessing	consumer	knowledgeand	use	of	landscape	plant	health	care	and	integrated	pest	management	practices	through	acomputer-based	interactive	survey.	HortTechnology,	13(3),	556-561.Copyright	©	by	Extension	Journal,	Inc.	ISSN	1077-5315.	Articles	appearing	in	the	Journal	become	the	property	of	theJournal.	 Single	 copies	 of	 articles	may	 be	 reproduced	 in	 electronic	 or	 print	 form	 for	 use	 in	 educational	 or	 trainingactivities.	Inclusion	of	articles	in	other	publications,	electronic	sources,	or	systematic	large-scale	distribution	may	bedone	only	with	prior	electronic	or	written	permission	of	the	Journal	Editorial	Office,	joe-ed@joe.org.If	you	have	difficulties	viewing	or	printing	this	page,	please	contact	JOE	Technical	Support©	Copyright	by	Extension	Journal,	Inc.	ISSN	1077-5315.	Copyright	Policy

Consumer Interest in Gardening Topics and Preferred Information Sources

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Consumer Interest in Gardening Topics and Preferred Information Sources

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