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Consumer perceptions of green industry retailers

Agricultural Communications Documentation Center (ACDC)
Campbell, Julie H. (main author), Campbell, Benjamin L. (author), University of Georgia
Journal article
Publication Date:
United States: American Society for Horticultural Science
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
attitudes, Connecticut, USA, consumers, perceptions, research methods, retail, statistics, surveys, industry, customer service, green industry, independent garden centers, home improvement centers, mass merchandisers, business practices, home gardens, stores
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.