CONSUMER ATTITUDE SURVEY

Project EverGreen Survey Rates Consumer Attitudes on Green Space Values

What’s the value of green space in an urban area? Results of a new consumer survey show that we value our trees, turf, shrubs and other landscaping in different ways and, according to Den Gardner, executive director of Project EverGreen, “we don’t always connect the dots between the economic, environmental and lifestyle benefits they provide.”

“For example,” Gardner says, “90 percent of those surveyed agreed that landscaping is important in improving their home’s value at sale time. However, only 50 percent agreed that landscaping was important in reducing energy costs. In the same way, there seems to be a lack of knowledge of the role green space can play in helping to regulate air quality. Forty percent of survey respondents either disagreed or said they ‘didn’t know’ that trees, shrubs and turfgrass remove pollutants from the air.”

The survey, conducted nationwide, is part of Project EverGreen’s ongoing work in assessing awareness of the benefits provided by well-maintained urban landscapes (both public and private). “It’s not surprising that more education is needed to fully appreciate all dimensions of the value green space has for our society,” Gardner said, “but there are signs of progress. For example: Respondents indicated that if tax increases were necessary for the purpose of building public green spaces and parks, they’d vote ‘yes’ 55 to 45. That’s encouraging.”

Research Brief - Project EverGreen Consumer Survey*

The survey solicited consumer attitudes on the value of well-maintained green space (i.e. landscaping consisting of trees, shrubs, turf and other plantings).

Lifestyle

Highest areas of agreement on issues of support for public green spaces

• Do you generally vote in favor of tax increases for the purpose of building public green spaces and parks? 55% yes, 45% no
• You expect public areas that your children use for playing sports or other recreation to have well-maintained turfgrass and landscapes - 100% agree

Least agreement or knowledge in regards to attention to green space by government/developers

• Public officials give adequate attention to preserving green spaces - 50% agree; 50% disagree, don’t know or have no opinion
• Developers do a good job of including green spaces - 30% agree; 70% disagree, don’t know or have no opinion

Least agreement or knowledge concerning everyday benefits of green spaces

• Psychologists have found that access to plants and green spaces provides a sense of rest and allows workers to be more productive - 45% agree; 55% disagree, don’t know or have no opinion
• When landscaping is developed in a neighborhood, there is a decrease in vandalism - 30% agree; 70% disagree, don’t know or have no opinion

Economic

Highest areas of agreement related to how green space adds value

• Landscaping improves home value - 90% agree
• Green spaces and parks improve property values - 70% agree
• Professionally maintained public parks and sports fields are good for the economy - 75% agree

Least agreement or knowledge pertaining to how green space helps conserve energy

• Trees shading homes can reduce attic temperatures by as much as 40 degrees - 45% agree; 55% disagree, don’t know or have no opinion
• Improving landscaping can reduce energy costs - 30% agree; 70% disagree, don’t know or have no opinion

Environmental

Highest areas of agreement in regards to how green space benefits the environment

• A well-maintained landscape is essential to a clean environment - 95% agree
• Proper landscaping reduces surface water runoff and soil erosion - 65% agree
• Pesticides (herbicides, insecticides and fungicides) are a useful tool for fighting weeds, disease and insects - 65% agree
• Green spaces create a better, safer environment - 60% agree, 35% disagree
• Trees, shrubs and turfgrass remove smoke, dust and other pollutants from the air - 60% agree

Least agreement or knowledge pertaining to how green space helps air quality

• Green space within a city helps regulate air quality - 55% agree; 45% disagree, don’t know or have no opinion

*Conducted March 2006
Dr. Gene Brown, Market Intellect