Investigating U.S. and Canada Consumer Preference for Turfgrass Attributes.

Most previous studies focused on consumers/consumers’ preference for low-input turfgrasses on a state level or regional level and none of them studied consumer preferences on a national or international level. Our study differs from previous studies because we investigate and compare U.S. and Canada consumers’ preferences and willingness to pay for turfgrass attributes. Our specific objectives include: (1) estimating U.S. and Canada consumers’ willingness to pay for various turfgrass attributes; and 2) identifying the possible consumer preference heterogeneity and market segmentations. We find the ability to withstand foot traffic attribute is one of the most influential turfgrass attributes for U.S. and Canada consumers. We also find consumers’ preferences are greatly affected by the maintenance attributes. Generally speaking, many consumers are willing to pay premiums for turfgrasses with lower maintenance requirements. Among the three maintenance attributes, mowing requirement is the most predominant attribute affecting consumers’ purchasing decision.  Water usage, followed by fertility requirement, is also considered as one of the most influential attributes for consumers. Fertility requirements are found to be affecting consumers’ choices to some extent. Three consumer segments are identified based on participants’ heterogeneity in their preferences for turfgrass attributes: Balanced Consumers, Low-input Conscious Consumers and Appearance Conscious Consumers.