To provide a list of 5-10 consumer motivations for gardening. This information will help better understand the motivations of the target audience.
Motivation Study # 1
This article is focused on community gardening but provides insight into the motivations of why people in Austin, Texas garden:
Twenty randomly selected gardeners were asked what their functional motivations were for gardening. The most frequent answers were: "enjoying being outdoors (20.55%) followed by accessing fresh food (17.81%), connecting with nature (16.44%), improving psychological well-being (16.44%), enhancing bodily health (13.70%), socializing with other gardeners (8.22%), and participating in social activities (6.85%)." "The desires of gardeners for accessing food, seeking health, and enjoying being outdoors were common motivational factors attracting gardeners to be involved in gardening regardless of their experience in gardening."
The study also "revealed that long-term gardening is associated with emotional attachment to gardens rather than functional motivations."
Motivation Study # 2
In this study, the motivations for gardening among high-income and low-income persons are determined. The motivations among low-income persons for gardening are: growing one's own food is cheaper than purchasing it (33%), they enjoy gardening (26%), they enjoy being outside (21%), gardening makes one feel more connected to God (18%), the quality is better than what can be bought at the grocery store (18%), one can control what goes into their food (18%), gardening is good exercise (15%), it’s relaxing (15%).
The motivations among high-income persons for gardening are: they enjoy being outside (33%), the quality is better than what can be bought at the grocery store (33%), it’s relaxing (30%), they enjoy gardening (26%), it’s better for the environment (22%), gardening is good exercise (19%), they can control what goes into their food (19%), and their family gardened when they were a child (19%).
Summary of Findings
During the initial hour of research, we focused on finding consumer motivations for gardening.
We were able to find these motivations in two academic studies that were focused on differing groups.
There are a couple of common motivations: being outside and connecting with nature; eating quality, safe, wholesome foods; physical and mental health
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
Only the project owner can select the next research path.