Urban green areas, such as parks, are becoming increasingly important in densifying cities. Urban parks encourage physical and social activity, recreation and relaxation, and thus eventually promote people’s well-being. The aim of the current study is to examine which urban park attributes influence the preferences of park users, in order to offer recommendations regarding how urban parks of quality can be designed. To elicit the preferences of park visitors we designed an online stated-choice experiment. Seven park attributes, in particular the number and composition of trees and the presence of benches, side paths, a playground, litter, and flowers, were manipulated in a virtual park. In an online stated-choice task, videos of these park alternatives were presented and the preferences of 697 participants were measured. It is found that especially the number of trees and the presence of flowerbeds, particularly with a diversity of flowers, influenced participants’ preferences. The presence of many benches and a playground were valued as well, but to a lesser extent. The presence of litter was found to be less troublesome than expected. Alternatives with all trees placed in one cluster were disliked. Moreover, significant standard deviations were found for the presence of side paths, a playground, and the absence of litter, which indicates that preference heterogeneity for these attributes exist. In a latent class analysis, two groups were identified, namely a Nature-loving group, who mainly valued the trees and the flowers, and an Amenity-appreciating group, who valued almost all attributes. It can be concluded that natural elements and a variety of flower species are important in an urban park, while facilities are evaluated differently by different groups of people. These findings may support park designers and policymakers in decision-making. Moreover, it illustrates the usefulness of creating a virtual park in environmental preference research.

This article explores general concepts related to the diffusion of innovations theory (DoI) and its use regarding the adoption of nature-based solutions, specifically green roofs, in urban areas by private house/property owners in the city of Eindhoven (Netherlands). Given the gap in knowledge on the potential for the adoption of green roofs by private house/property owners as well as barriers and enablers to their implementation from the DoI perspective, we used a model for predicting the adoption of innovations (ADOPT). Results show that the predicted peak adoption level is 3% and that the time to peak adoption level is 17 years. However, the level of adoption can be significantly enhanced by increasing profit benefit (i.e., cost savings) in the years that they are used (+19 percent points adoption), reducing risk exposure (+17 percent points adoption), and improving ease and convenience (+15 percent points adoption), while the time to peak adoption level can be reduced by enhancing relevant and existing skills and knowledge (−3 years), simplifying trialability and innovation complexity (−2 years), and increasing observability (−1 year). Hence, key factors affecting the adoption of green roofs by private house/property owners have been identified, contributing to the formulation of urban climate change adoption strategies.