Project EverGreen took time at the Green Industry Expo to announce some pleasing results of the organization’s recent homeowner survey. The survey, which compiled opinions from 1,235 homeowners nationwide, is the first in a series designed to gauge consumer attitudes green spaces and their management and will serve as a baseline for future surveys.
“The survey is based on techniques that have an error rate of no more than plus-or-minus three percentage points, with 95-percent confidence, so this will provide a reliable baseline for future research,” explains Gene Brown, CEO of Market Intellect, the market research firm commissioned to handle the survey. “While they’re not definitive, the results of the survey tell us that the nation as a whole thinks strongly of this industry, despite was media reports may imply. They also point out some ‘schizophrenia’ among consumers, which shows us where the industry can do a better job providing education.
In particular, Brown points out that 84 percent of survey respondents agreed that pesticides are useful in fighting weeds, disease and insects in lawns, but 55 percent of homeowners disagreed that those chemicals help the environment.
Currently, Project EverGreen offers numerous sales tools that green industry professionals can use to educate their customers on the benefits of lawns and landscapes. Moreover, Executive Director Den Gardner says results of future surveys will further gauge consumer attitudes and results of those surveys will be made available as they arise. At this point, surveys are scheduled annually. “This initial study will help us focus on areas where consumers have differences of opinions about the value of green spaces and the materials needed to keep them green,” Gardner says. “Concentrating educational efforts in these areas will be a high priority for us.”
The following are the results of the first survey:
GREEN INDUSTRY: ENVIRONMENTAL BENEFITS
Survey recipients were asked if they agreed/disagreed with these statements:
Most lawn care companies care about the environment
80 percent agreed
Most professional landscaping companies care about the environment
82 percent agreed
Most professional irrigation companies care about the environment
76 percent agreed
Professional irrigation companies are good for the environment
78 percent agreed
Professional landscaping companies utilize pesticides safely
77 percent agreed
Professional irrigation companies help conserve our water supply
80 percent agreed
Professional lawn care companies utilize pesticides safely
77 percent agreed
Professional maintenance of public parks and sports fields is good for the environment
89 percent agreed
The environment is important in making a decision to hire a green professional
92 percent agreed
GREEN INDUSTRY: ECONOMIC BENEFITS
A well-maintained landscaped yard increases curb appeal and property value.
99 percent agreed
Landscaping adds value to a home's worth
99 percent agreed
Use of professional lawn and landscape companies improves your lawn and landscape
89 percent agreed
GREEN INDUSTRY: LIFESTYLE BENEFITS
A well-maintained lawn provides a safe, cushioned play area surface for children
97 percent agreed
Maintaining the looks of your home is important in the decision to hire a green professional
95 percent agreed
Having a green lawn is important in the decision to hire a green professional
89 percent agreed
GREEN INDUSTRY: CONTRADICTORY CONSUMER VIEWPOINTS
Perhaps one of the most interesting and valuable insights provided by the baseline survey is the indication that, in some cases, consumers may have contradictory attitudes. Here is a sampling of positive and negative responses on basically the same subject.
+ Lawn care companies provide a useful service, such as lawn disease control
97 percent agreed
- Chemicals that lawn care companies use negatively affect the environment
72 percent agreed
+ Pesticides are a useful tool to fight weeds, diease and insects
84 percent agreed
- Chemicals that lawn service companies use help the environment
55 percent disagreed
+ Fertilizers are a useful tool for maintaining the health of a lawn
92 percent agreed
- Fertilizer has a negative impact on the environment
52 percent agreed
GREEN INDUSTRY: ATTITUDES ABOUT REGULATION
Perhaps one of the most interesting and valuable insights provided by the baseline survey is the indication that, in some cases, consumers may have contradictory attitudes. Here is a sampling of positive and negative responses on basically the same subject.
Government should be more involved in controlling the use of fertilizers
61 percent agreed
Government should be more involved in controlling the use of pesticides
