Open Access

The Role of Social Norms and Economic Incentives in Encouraging the Adoption of Native Gardens

Curtis Rollins, Claire Doll, Katrin Rehdanz, Jürgen Meyerhoff, Michael Burton and David Pannell

Article Figures & Data

  • Table 1

    Choice Experiment Attributes and Levels

    AttributeLevels
    Extent of verge that must be convertedEntire; at least half (base case)
    Entity responsible for preparing vergeHousehold; landscaper (base case)
    Plant seedling discount offered100%; 50%; none (base case)
    One-time compensation level$0; $500; $1,000; $1,500
  • Table 2

    Summary Statistics

    VariableDescriptionActual Adoption (Mean)Adoption Intention (Mean)
    AdoptHas adopted a native verge garden0.140.00
    Social norms
     ConcernIs concerned about neighborhood norms0.400.42
     NeighborHas at least one neighbor with a native verge garden0.570.55
     Concern × NeighborIs concerned about norms and has a neighbor with a native garden on their verge0.230.23
    Verge specifics
     ParkingUses their verge to park0.490.51
     Medium vergeHas a medium-sized verge (relative to small)0.610.62
     Large vergeHas a large-sized verge (relative to small)0.280.27
    Personal and house characteristics
     WomanGender identity of respondent0.580.58
     Age < 50Younger than 50 years0.290.30
     Age 50–5950–59 years0.270.26
     Age 60–6960–69 years0.250.26
     Age 70+70 years or older0.190.18
     UniversityHas a university education0.800.80
     Environmental organizationIs a member of an environmental organization0.110.09
     Hire gardenerHires for most gardening jobs0.100.11
     Years in home: < 5Lived in home for < 5 years0.220.22
     Years in home: 5–20Lived in home for 5–20 years0.430.43
     Years in home: 20+Lived in home for 20+ years0.350.35
     DetachedLive in detached (standalone) home0.920.91
    Local government area
     BayswaterLives in Bayswater0.180.17
     CambridgeLives in Cambridge0.150.15
     MelvilleLives in Melville0.200.21
     SubiacoLives in Subiaco0.100.10
     StirlingLives in Stirling0.090.09
     ClaremontLives in Claremont0.080.08
     NedlandsLives in Nedlands0.100.09
     Peppermint GroveLives in Peppermint Grove0.030.03
     CottesloeLives in Cottesloe0.050.06
     East FremantleLives in East Fremantle0.020.02
    • Note: n =734 for the actual adoption model; n = 634 for the adoption intention model.

  • Table 3

    Actual Adoption (Revealed Preference) Logit Model Results

    VariableEstimateSE
    Constant−3.99***0.89
    Social norms
     Concern (α1)−1.66***0.64
     Neighbor (α2)0.51*0.30
     Concern × Neighbor (α3)1.38**0.70
    Verge specifics
     Parking−0.53**0.21
     Medium verge0.000.39
     Large verge0.450.42
    Personal and house characteristics
     Woman0.330.24
     Age 50–590.440.33
     Age 60–69−0.050.37
     Age 70+0.86**0.39
     University−0.090.30
     Environmental organization1.15***0.31
     Hire gardener−1.09**0.56
     Years in home 5–20−0.090.31
     Years in home 20+−0.070.37
     Detached0.910.57
    Local government area
     Bayswater1.45***0.55
     Cambridge1.41**0.57
     Melville0.580.58
     Subiaco1.18**0.60
     Stirling0.500.68
     Claremont0.890.70
     Nedlands0.910.62
    • Note: n = 724. The adoption of a native garden is the dependent variable.

    • * p < 0.1; ** p < 0.05; *** p < 0.01.

  • Table 4

    Results of the Adoption Intention (Stated Preference Choice Experiment) Mixed-Logit Model Estimated in Willingness-to-Accept Space

    MeanSD
    VariableEstimateSEEstimateSE
    ASC−0.73***0.111.27***0.11
    Choice attributes
     Entire−0.94***0.091.09***0.12
     50% off seeds0.59***0.120.70***0.14
     Free seeds0.86***0.130.72***0.15
     You prepare−0.86***0.090.74***0.08
     Rebate (’000s)1.12***0.150.94***0.19
    Social norms
     Concern (α1)−0.43***0.14
     Neighbor (α2)0.72***0.13
     Concern × Neighbor (α3)0.63***0.18
    Covariance: choice attributes
     50% off seeds × Free seeds0.210.15
     ASC × 50% off seeds−0.87***0.18
     ASC × Free seeds−0.45**0.22
     ASC × Entire−0.47***0.15
     ASC × You prepare0.130.15
     ASC × Rebate0.190.16
     Entire × 50% off seeds0.150.13
     Entire × Free seeds0.54***0.17
     Entire × You prepare0.120.10
     Entire × Rebate0.010.15
     50% off seeds × You prepare−0.130.09
     50% off seeds × Rebate−0.130.12
     Free seeds × You prepare−0.23***0.09
     Free seeds × Rebate−0.32***0.12
     You prepare × Rebate0.63***0.17
    • Note: n = 634 (2,536 choices). Monetary values are in thousands of 2022 Australian dollars. ASC = alternative-specific constant.

    • * p < 0.1; ** p < 0.05; *** p < 0.01.

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