Project EverGreen Survey Rates Consumer Perceptions of Green Industry

What’s the value of green space in to the American consumer? Results of Project EverGreen’s consumer survey revealed conflicting attitudes and misconceptions about the value of green spaces and green industry products and services.

Overall, consumers have a positive attitude about maintaining their lawn and landscape. Discrepancies between this belief and the actual services and products needed to maintain green spaces—private or public—were uncovered in the Project EverGreen survey.

“For example,” explains Den Gardner, executive director of Project EverGreen, “90 percent of those surveyed agreed that landscaping is important in improving their home’s value at sale time. However, only 50 percent agreed that landscaping was important in reducing energy costs. In the same way there seems to be a lack of knowledge of the role green space can play in helping regulate air quality. Forty percent of survey respondents either disagreed or said they ‘didn’t know’ that trees, shrubs and turfgrass remove pollutants from the air.”

The survey, conducted nationwide, is part of Project EverGreen’s ongoing work in assessing awareness of the benefits provided by well-maintained urban landscapes both public and private. “It’s not surprising that more education is needed to fully appreciate all dimensions of the value green space has for our society,” Gardner said, “but there are signs of progress. For example: Respondents indicated that if tax increases were necessary for the purpose of building public green spaces and parks, they’d vote ‘yes’ 55 to 45. That’s encouraging.”

Research Brief: Project Evergreen Consumer Survey*

The survey solicited consumer attitudes on the value of well-maintained green space (i.e. landscaping consisting of trees, shrubs, turf and other plantings).

Lifestyle

Highest areas of agreement on issues of support for public green spaces

Do you generally vote in favor of tax increases for the purpose of building public green spaces and parks? 55 percent yes, 45 percent no

You expect public areas that your children use for playing sports or other recreation to have well maintained turfgrass and landscapes—100 percent agree
Least agreement or knowledge in regards to attention to green space by government/developers

Public officials give adequate attention to preserving green spaces—50 percent agree, 50 percent disagree, don’t know or have no opinion

Developers do a good job of including green spaces—30 percent agree, 70 percent disagree, don’t know or have no opinion

Least agreement or knowledge concerning everyday benefits of green spaces

Psychologists have found that access to plants and green spaces provides a sense of rest and allows workers to be more productive—45 percent agree, 55 percent disagree, don’t know or have no opinion

When landscaping is developed in a neighborhood there is a decrease in vandalism—30 percent agree, 70 percent disagree, don’t know or have no opinion
Economic

Highest areas of agreement related to how green space adds value

Landscaping improves home value—90 percent agree

Green spaces and parks improve property values—70 percent agree

Professionally maintained public parks and sports fields are good for the economy—75 percent agree

Least agreement or knowledge pertaining to how green space helps conserve energy

Trees shading homes can reduce attic temps as much as 40 degrees—45 percent agree, 55 percent disagree, don’t know or have no opinion

Improving landscaping can reduce energy costs—30 percent agree, 70 percent disagree, don’t know or have no opinion

Environmental

Highest areas of agreement in regards to how green space benefits the environment

A well maintained landscape is essential to a clean environment—95 percent agree

Proper landscaping reduces surface water runoff and soil erosion—65 percent agree

Pesticides (herbicides, insecticides and fungicides) are a useful tool to fight weeds disease and insects—65 percent agree

Green spaces create a better, safer environment—60 percent agree, 35 percent disagree

Trees, shrubs and turfgrass remove smoke dust and other pollutants from the air—60 percent agree

Least agreement or knowledge pertaining to how green space helps air quality

Green space within a city helps regulate air quality—55 percent agree, 45 percent disagree, don’t know, or have no opinion

Summary of Consumer Awareness

Please indicate whether or not you were aware of the following facts before seeing this survey.
(1) Did not know this
(2) Aware of this fact
 
Landscaping improves the value of your home.
(1) 15
(2) 85
 
Green spaces and parks improve property values.
(1) 40
(2) 60
 
Interior plants save air conditioning costs.
(1) 70
(2) 30
 
Psychologists have found that access to plants and green spaces provides a sense of rest and allows workers to be more productive.
(1) 70
(2) 30
 
Employees with an outside view of plants experience less job pressure.
(1) 70
(2) 30
 
Employees with an outside view of plants experience greater job satisfaction.
(1)  65
(2)  35
 
Green space within a city's boundaries help regulate air quality.
(1)  50
(2)  50
 
Proper landscaping reduces surface water runoff.
(1)  25
(2)  75
 
Proper landscaping reduces erosion.
(1)  25
(2)  75
 
Trees, shrubs and turfgrass remove smoke, dust and other pollutants from the air.
(1)  50
(2)  50
 
Trees shading homes can reduce attic temperatures as much as 40 degrees.
(1)  80
(2)  20
 
Well-placed plantings offer privacy and tranquility by screening out busy street noises.
(1)  20
(2)  80
 
When landscaping is promoted in a neighbor there is a decrease in vandalism.
(1)  80
(2)  20
 
Green spaces create a better, safer environment.
(1)  20
(2)  80

Attitudes about Lawn Care Companies

If states or local governments are going to limit or prohibit use of pesticides (herbicides, insecticides, fungicides) and fertilizers, it should eliminate their use by both professional licensed lawn care companies as well as do-it-yourself consumers—90 percent agree, 10 percent disagree, don’t know or have no opinion

Professional lawn care companies use products such as pesticides, herbicides, insecticides, fungicides and fertilizers in stronger concentrations than those available to consumers through retail chains—70 percent agree, 30 percent disagree, don’t know or have no opinion

I can trust my lawn care company to safely and responsibly take care of my lawn—90 percent agree, 10 percent disagree, don’t know or have no opinion

I can trust my lawn care company to take the necessary steps to protect my family when they treat my lawn—90 percent agree, 10 percent disagree, don’t know or have no opinion

There is more reliance on professional lawn and landscaping services—50 percent agree, 50 percent disagree, don’t know or have no opinion

Attitudes about Pesticides and Fertilizers

You would be willing to live with lawn pests, weeds and diseases in your home lawn if certain products were banned by your local, county or state government—25 percent agree, 75 percent disagree, don’t know or have no opinion

You would be willing to live with lawn pests, weeds and diseases in your public parks and sports fields if certain products were banned by your local, county or state government—25 percent agree, 75 percent disagree, don’t know or have no opinion

Attitudes about Organic Products

We need more organic fertilizers—60 percent agree, 40 percent disagree, don’t know or have no opinion

Organic fertilizers should be offered by professional lawn and landscape companies—60 percent agree, 40 percent disagree, don’t know or have no opinion
You would be willing to pay extra for organic fertilizer and pesticides—40 percent agree, 60 percent disagree, don’t know or have no opinion

You would be willing to pay extra for organic fertilizer and pesticides even if it were less effective than current products—25 percent agree, 75 percent disagree, don’t know or have no opinion

Awareness of Benefits of Maintained Green Spaces

Homeowners should place a higher priority on improving their lawns, trees and landscaping—45 percent agree, 55 percent disagree, don’t know or have no opinion•   

There is more awareness by consumers on both public and private green spaces of how landscape planning affects the environment—65 percent agree, 35 percent disagree, don’t know or have no opinion

Working to grow thick, healthy turfgrass is important in protecting groundwater—80 percent agree, 20 percent disagree, don’t know or have no opinion

There is more use of automatic sprinkler systems to reduce water consumption and use water more efficiently—55 percent agree, 45 percent disagree, don’t know or have no opinion

Improving landscaping can reduce energy costs—30 percent agree, 70 percent disagree, don’t know or have no opinion
 

*Conducted March 2006
Dr. Gene Brown, Market Intellect