In September 2004, an Internet survey was conducted among 1507 American homeowners and renters to compare their gardening participation and purchases. Because income level and homeownership were related, the sample was stratified to create four groups using the respondent's 2003 household income: (a) < $25,000, (b) $25,000 to $49,999, (c) $50,000 to $74,999, and (d) ≥ $75,000. Within each income group, the percentages of respondents who participated in 14 gardening-related activities and made 12 gardening-related purchases were compared. Across all income groups, a higher percentage of homeowners than renters participated in gardening-related activities and made gardening-related purchases, however as income level rose the number of differences between homeowners and renters generally declined. At the income category $25,000 to $49,999, there were 20 of 26 possible differences between homeowners and renters. At the highest income category (≥ $75,000), homeowners and renters differed in only 5 of 14 gardening-related activities and none of 12 gardening-related purchases. Given the moderate extent to which they already participate and make gardening-related purchases, greater effort should be made to increase participation and purchases among this underserved target market.

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Author notes

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