The turfgrass industry, an extensive sector exceeding more than $40 billion in annual revenue and covering more than 50 million acres of land in the United States, plays a pivotal role in the nation's economy by providing employment opportunities and significantly boosting property values. However, the severe economic contraction caused by the pandemic disrupted various facets of this industry potentially affecting the demand and, more specifically, consumer preferences, for turfgrass attributes. Because Americans' love for their lawns is unmatched globally, understanding how the pandemic influenced turfgrass preferences is crucial to the future of the turfgrass industry.
As people spent more time at home due to lockdowns and remote work, outdoor spaces became a focal point for recreation and relaxation. This study assessed the influence of the COVID-19 pandemic on consumer preferences for turfgrass attributes, analyzed how consumer preferences change with consumers' risk perceptions, and examined how demographic factors affect consumer preferences for turfgrass attributes. What we uncovered was a heightened demand for turfgrass varieties with low maintenance requirements, drought tolerance, and aesthetic appeal.
These findings suggested that future climate changes may lead to an increased demand for drought-tolerant and stress-resistant turfgrasses, especially by risk-averse consumers and adults 50 years and older. This is likely to occur under various scenarios of future climate changes and natural disasters.
By understanding these changes, turfgrass producers and landscape professionals can better meet consumer demands, offering tailored solutions that align with emerging values and practical needs. The study underscores the importance of adapting to evolving market dynamics to support the long-term growth of the turfgrass industry.
The full story can be found on the ASHS HortScience electronic journal website at:
https://doi.org/10.21273/HORTSCI17568-23
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community - scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
