Wolf, K.L., 2003, Public response to the urban forest in inner-city business districts, in: Journal of Arboriculture, 19,
- Author : Wolf, K.L.
- Year : 2003
- Journal/Series : Journal of Arboriculture
- Volume Number (CONSECUTIVE: Counting all Volumes of this Journal ever published) : 19
- Pages : 117-125
- Abstract in English : In many U.S. inner cities, local business districts are working toward revival and revitalization. Improvements needs are many – building upgrades, street and side walk improvements, sanitation, security – and place extreme demands on limited resources. Despite the environmental benefits provided by trees in cities, tree programs are often not a high priority for merchants in struggling business communities. This research evaluated the role of trees in consumer environment interactions, focusing on the district wide public goods provided by community forest. A nation survey evaluated public perceptions, patronage (supporting) behaviours, and product willingness to pay in relationship to varied presence of trees in retail streetscapes. Four research questions provided a framework for the research design: 1) What is the relationship between street landscape and consumers perceptions of associated businesses? 2) Are there any differences in consumers patronage behaviour related to a shopping environment’s visual amenities? 3) Does the presence of trees in retail (shops) environments influence what consumers would be willing to pay for products? 4) What demographic factors are associated with differences in district perceptions, patronage behaviour, and pricing valuation? Results suggest that consumer behaviour is positively correlated with streetscape greening on all of these cognitive and behavioural dimensions. Yet in many instances small business owners and managers overlook the contribution of trees tot retail success. Study results suggest that higher price valuation is mediated by psychological inferences of district character and product quality. Thus creating and stewarding an urban forest canopy may enhance revenues for businesses in retail districts that offer diverse products at varied prices. This study contributes information about the “macro" level of consumer perception; that is, the positive influences of the outdoor environment on consumer choice and behaviour.
- Comments/Notes : KEYWORDS: urban forestry, trees, street trees, economy, public perception, shops, benefits. (The article provides a short but relevant literature review)