S05 - Session P3 - Factors Influencing the Purchase of Low-Input Turfgrasses in the US

Authors: Ariana Torres *, Sanchez Philocles

Turfgrass is an important specialty crop in the U.S. used to prevent soil erosion and to create greenspace. New regulations changing building and residential codes are increasing sod demand, especially low input turfgrasses (LIT). LITs are relatively unavailable but are in high demand by end-users, and therefore have potential to bring a higher market value while reducing environmental impacts. However, it is unclear if contractors and other buyers, who drive demand, are accommodating consumer preferences for LIT. Further, existing producers are reticent to adopt new species because information regarding key market standards is lacking. This study investigates the factors influencing sod buyers to purchase LIT (i.e., tall and fine fescue). While most of the literature has focused on understanding end-users' preferences for sustainable turfgrasses, we focus on LIT buyers and intermediaries, which are businesses buying and either reselling or providing value-added services to end-users, including transportation, installation, landscaping, and maintenance services. We use data collected via only surveys of buyers purchasing turfgrass in 2020 in the U.S. Drawing from the random utility framework, we use a robust logit regression to model the buyers' decision to buy LIT. The study also considers the impact of non-exposure bias to provide consistent estimators of the true population adoption rate. Preliminary data shows that 47% of buyers in the sample purchased LIT in 2020. LIT adopters tend to be located near turfgrass producers, provide landscape services to end-users, value drought tolerance when purchasing turfgrass species, and make most purchases during spring. The main contribution of the study is the understanding of the key challenges and opportunities for increasing the supply and demand of LIT. Findings can help breeders, producers, and retailers develop, grow, and market LIT with desirable characteristics.