Gardening Motivations of U.S. Plant Purchasers During the COVID-19 Pandemic

Abstract

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.