Some consumers are becoming more interested in and purchasing products that are locally grown and/or ecologically friendly. Market segmentation and product targeting are efficient methods to allocate a firm’s scarce marketing resources to supply heterogeneous markets. This study’s objective was to identify consumer segments, focusing on their gardening purchases, to determine whether there were differences in consumer preferences for provenance and environmental attributes for transplant purchases. Using a consumer survey of U.S. and Canadian consumers, we found that participants who purchased different plant types had distinct preferences for varying environmental attributes and provenances. We profiled nine consumer segments, identifying their plant purchases and preferences for local and sustainably grown products and plant containers. Results provide plant producers and retailers with market segments that can be identified and targeted and provide a basis for customizable marketing communications to enhance profits.

Plant purchases experienced a surge during the COVID-19 pandemic quarantine of 2020. Researchers used an online survey instrument completed by 1,211 U.S. respondents to investigate the diverse motivations for making plant purchases. Researchers compared three age cohorts to understand which plant benefits they derived from their plant purchases. Millennials (born 1981 to 1995) derived the greatest social benefit from their plant purchases, followed by educational, physiological, and psychological benefits. Gen Z (born 1996 to 2012) derived more educational and physiological benefits compared to Baby Boomers (born 1946 to 1964). Individuals experiencing a high level of social benefits from plants may have contributed to the extensive use of social media during pandemic isolation, as plants appear to be a common interest or focal point for online social interaction. In other words, plants bought by Millennials (and to a lesser extent by Gen Z) served as an online social connection to others. The youngest age group, Gen Z, experienced the greatest boredom proneness and the most food insecurity. In comparing plant buyers with non-buyers, we found no difference in boredom proneness or shopping anxiety. Plant purchasers experienced greater food security compared to non-plant purchasers and individuals who purchased edible plants or food-producing plants or both a flowering plant and a food-producing plant had greater food security compared to non-plant buyers and individuals who purchased flowering plants. Results provide relevant topics (e.g., food security, boredom relief, and social connections) to inform on- and off-line communications with consumers. Index words: consumer, online survey.

Fresh and processed tomato ( Lycopersicon esculentum ) consumption has increased 40% in the United States over the last two decades. Through better breeding, fresh tomatoes now are marketed in different forms, sizes, colors, and flavors. However, little published information exists concerning consumer demand, preference, and demographic characteristics related to fresh tomato consumption. Taking advantage of a high percentage of Internet use in the U.S., two web-based surveys were released to approximately 6000 e-mail addresses reaching people in every region of the U.S. The surveys contained a total of 61 questions, including 50 digital images of five types of tomatoes (cherry, grape, cluster, plum, and regular slicing) with combinations of three additional factors (price, lycopene content, and production style) and demographic information. Among 389 respondents, 76% preferred and purchased slicing tomatoes in the 4 weeks prior to the survey. These were followed by grape/mini-pear (42%), plum (36%), cluster (27%), cherry (25%), and yellow slicing tomatoes (4.4%). Overall, production method (organic vs. conventional) had low relative importance in comparison to price and tomato type. However, younger participants (<age 38 years) placed more importance on production method. Participants between ages 39 and 57 years were the most price-sensitive, and female were less sensitive than males. Younger participants (<age 38 years) were less price-sensitive and placed more importance on the other attributes (production method, lycopene content, and tomato type).