Impact of the COVID-19 Pandemic on Gardening in the United States: Postpandemic Expectations
David San Fratello | Benjamin L. Campbell | William G. Secor | Julie H. Campbell
The COVID-19 pandemic altered the way many consumers and businesses transacted business. Concerning the green industry, many households began gardening and/or purchased more green industry products. As the pandemic ends and households begin to return to normal, green industry firms need to understand this new normal. Using an online national survey of households, we assessed which households were more likely to remain in the market after entering during the height of the pandemic (2020). Findings indicated that younger consumers (i.e., Millennials and younger individuals who were born in 1985 or after) were less likely to indicate they always garden (before the pandemic) but more likely to have started gardening during the pandemic and perceived that they would not continue to garden as states returned to normal (2021). This age group was also more likely to not have gardened in 2020, but they intended to garden in 2021. This finding shows a dichotomy in gardening preferences in this young age group. Further findings indicated that race, household income, number of children in the household, and the impact of the pandemic on the household also help explain the household’s decision to garden or not.
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