A preliminary study of South African consumers’ knowledge of and their attitudes towards using indigenous ornamentals in horticultural applications

Abstract

Crucial aspects related to the knowledge levels and attitudes of South African consumers in the formal commercial sector regarding the horticultural uses of ornamental plants in general, and indigenous plants in particular, were evaluated. The findings showed that consumer behaviour was most likely to be influenced by the following factors: the distinct benefits of using indigenous plants in gardens or landscapes, the local demand for indigenous plants and their availability on the South African market, the importance consumers attached to aesthetic appearances and horticultural performance of ornamental plants, tempered in the final instance by consumers’ personal preferences and shopping habits.

Keywords: consumer, indigenous plants, ornamental horticulture, South Africa, survey