Buzzworthy Messaging: Assessing Residents’ Perceptions of Labels to Better Promote Pollinator Gardening

Authors

• Colby J. Silvert, University of MarylandFollow
• Laura A. Warner, University of FloridaFollow
• Cody Gusto, University of FloridaFollow
• John M. Diaz, University of FloridaFollow
• Rachel E. Mallinger, University of FloridaFollow

Volume

62

Issue

3

Abstract

Consumers appear more likely to purchase plants with labeling indicating pollinator-friendly production or high pollinator resource value. No standardized label for pollinator-supporting plants or landscape practices exists in the United States, which has proliferated the variety of labels used by the industry. This mixed-methods study aims to provide insight into residents’ preferred pollinator-related labelling for plants and landscape practices in order to help Extension professionals and green industry stakeholders improve outreach, marketing, and communications efforts. Findings suggest a butterfly-friendly label would be most effective for marketing while residents would accept and favorably perceive labels emphasizing either pollinator-friendly or bee-friendly attributes.

Creative Commons License

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Recommended Citation

Silvert, C. J., Warner, L. A., Gusto, C., Diaz, J. M., & Mallinger, R. E. (2024). Buzzworthy Messaging: Assessing Residents’ Perceptions of Labels to Better Promote Pollinator Gardening. Journal of Extension, 62(3), Article 15. https://doi.org/10.34068/joe.62.03.15