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Tanya J. Hall, Roberto G. Lopez, Maria I. Marshall and Jennifer H. Dennis

In recent years, the commercial greenhouse industry has begun to implement sustainable production practices. However, floriculture certification programs for sustainable production practices are a relatively new phenomenon in the United States. Between July and Oct. 2008, a commercial floriculture grower survey was conducted to determine potential barriers to sustainable floriculture certification. Using a logistic regression model, seven potential areas were evaluated: risk, profitability, economic viability, prior experience, education, operation size, and customer types. Although respondents had positive attitudes toward sustainability and had adopted sustainable practices, respondents had little knowledge and interest in U.S. certification.

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Tanya J. Hall, Jennifer H. Dennis, Roberto G. Lopez and Maria I. Marshall

In June to Oct. 2008, a U.S. floriculture survey was conducted to examine the factors affecting growers' willingness to adopt sustainable practices. The factors affecting adoption of sustainable practices were evaluated in five areas: environmental regulations, customer value, growers' attitudes toward sustainability, age, and operation size. A logistic regression model was used to examine factors affecting growers' adoption of sustainable practices. Nearly two-thirds (65.2%) of respondents thought sustainability was very important to the environment. Similarly, more than half (63%) of the respondents had sustainable practices in their operations. Although respondents had positive attitudes toward sustainability and the environment, these positive attitudes alone were unable to predict adoption behaviors. The two most important factors that affected adoption of sustainable practices were the concerns about implementation and the risk perceived by growers. Neither perceived customer value nor the stringency of state regulations affected the adoption of sustainable practices. The results from this study provide original insight into growers' views of sustainability and identify the educational assistance needed by growers to overcome the factors affecting their adoption of sustainable practices.