While turfgrass is a beneficial and substantial component of urban landscapes, there are concerns about the environmental impact of turfgrass management practices.  These concerns may even lead to increased regulations on maintenance inputs in the future.  One possible strategy to reduce maintenance inputs is through the use of alternative, low-input turfgrasses. Unfortunately, despite advances in the development of low-input turfgrasses, production and market availability are still limited.  For this strategy to be successful, low-input turfgrasses must be accepted and valued by the public.  The objective of this research was to characterize the market potential of low-input turfgrasses.  Choice experiments and a questionnaire were conducted on site to elicit consumer willingness to pay for low-input attributes of turfgrasses, identify consumer market segments, and identify motivations and barriers to consumer purchase.   Our results indicate that low-input characteristics, especially reduced water use and mowing requirements, significantly affect consumer choice and willingness to pay and that a large portion of the market share is comprised of environmentally-conscious and evidence-seeking consumers.  Overall, our results suggest that the introduction of lower-input turfgrasses to the market would be a viable strategy for reducing maintenance inputs and costs for residential lawns.