Consumer landscape preferences research
Homeowners either maintain their own landscapes (do-it-yourself or “DIY”) or hire professionals to care for their landscapes (do-it-for-me or “DIFM”). And homeowner preferences in landscaping vary, depending upon who cares for the landscape. DIY and DIFM Florida homeowners were surveyed to identify the best promotion strategies to encourage the adoption of Florida-Friendly Landscaping™ (FFL). The majority of respondents (69%) were in DIFM households. Differences in perceived landscape return-on-investment were observed. The most impactful promotions included greater availability and identification of FFL plants. However, the effectiveness of promotions was not consistent across DIY and DIFM households, suggesting that target marketing may be an effective promotional strategy.
This presentation is based on a research project that is sponsored by the UF/IFAS Center for Landscape Conservation and Ecology.

TOPICS COVERED

• Introduction
• Defining DIY & DIFM Consumers
• Research Methods
• Results – Homeowners’ Perceived Return on Investment
• Results – Effective Promotions, by DIY vs. DIFM
• Key Findings 
• Conclusions

FREE session but registration required.
This session is sponsored by the Native Plant Horticulture Foundation