Nature in the Retail Environment: Comparing Consumer and Business Response to Urban Forest Conditions

Abstract

Most research addressing public response to the urban forest has occurred in residential settings; little is known about consumer response to trees in retail places. This study evaluated both potential shoppers’ and business people’s preferences and perceptions of trees in inner-city business districts. Trees are highly preferred by both groups, although business people express slightly lower liking for visual categories containing trees. Differences in attitudes regarding tree benefits and annoyances were found, with business people rating tree benefits significantly lower than shoppers. Research outcomes suggest best practices for urban forest planning and stewardship in neighborhood retail environments of large cities.