14 pages, In recent years, “urban greening” has become a new keyword in urban policy and practice, used to describe a proliferation of urban quality of life and environmental sustainability initiatives including street trees, public parks, greenways, farmers' markets, green roofs, and LEED certification in design. The emerging critical literature on urban greening has highlighted important ways green's social and economic added value affects the political economy of contemporary greening and produces inequalities in access to real or perceived environmental goods. However, such research has only infrequently asked why and under what conditions naturalized understandings of green as “good” make it possible for such initiatives to add value in the first place. As a result, it offers only partial explanations of why green has the effects it has—for instance, increasing property values—and only very rarely questions the fundamental “good” of nature itself. I argue that integrating insights on green's naturalized social and economic value from a growing body of social-theoretical work across geography and the social sciences can complement political economic explanations for greening and provide new vantage points for critique.
9 pages., Via online journal., Little information has been published on the business and marketing practices of landscape firms, an important sector of the green industry. We sought to profile the product mix, advertising, marketing, and other business practices of United States landscape firms and compare them by business type (landscape only, landscape/retail, and landscape/retail/grower) as well as by firm size. We sent the 2014 Trade Flows and Marketing survey to a wide selection of green industry businesses across the country and for the first time included landscape businesses. Herbaceous perennials, shade trees, deciduous shrubs, and flowering bedding plants together accounted for half of all landscape sales; 3/4 of all products were sold in containers. However, landscape only firms sold a higher percentage of deciduous shrubs compared with landscape/retail/grower firms. Landscape businesses diversified their sales methods as they diversified their businesses to include production and retail functions. Landscape businesses spent, on average, 5.6% of sales on advertising, yet large landscape companies spent two to three times the percentage of sales on advertising compared with small- and medium-sized firms. Advertising as a percent of sales was three to four times higher for landscape/retail/grower compared with landscape only or landscape/retail firms; most respondents used Internet advertising as their primary method of advertising. The top three factors influencing price establishment in landscape businesses were plant grade, market demand, and uniqueness of plants, whereas inflation was ranked as the least important of the nine factors provided. A higher percentage of small and medium-sized firms perceived last year’s prices as more important in price establishment compared with large firms. A high percentage of large landscape companies said the ability to hire competent hourly employees was an important factor in business growth and management, but this was true only for about half of the small and medium-sized landscape companies.
10 pages., Via online journal., A survey of Connecticut consumers was used to investigate perceptions of various green industry retailers. Consumer perceptions of independent garden centers (IGC), home improvement centers (HIC), and mass merchandisers (MM) business practices and their perceived value were assessed. Analysis of variance and ordinary least squares regression models were used to analyze the data. Results indicated that customer service, knowledgeable staff, and high-quality plants are important factors when consumers are deciding where to shop. IGCs were ranked highest in perceived customer service, knowledgeable staff, and plant quality, followed by HICs. MMs were ranked lowest for the majority of measured business practices, with the most notable exception being price. Additionally, IGCs, HICs, and MMs are perceived differently across age cohorts.
