Archived—Project Summaries 2007-2008 - Action pour la solidarité, l'équité, l'environnement et le développement (ASEED) – Équiterre

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2177 Masson Street, Suite 206
Montréal, Quebec
H2H 1B1
Tel: 514-522-2000
Fax: 514-522-1227

1. Environmentally Friendly Ornamental Horticulture — Study on Factors Leading Consumers to Choose more Environmentally Friendly Ornamental Horticulture Products and Services

$87,285

The objective of the research project is two fold: 1) To identify the various factors that favour and discourage the consumption of more environmentally friendly ornamental horticulture products and services; and 2) to determine the most effective factors that lead consumers to choose these products and services.

The CROP survey firm, with which Équiterre does business, will evaluate Équiterre's initiative. Équiterre's methodology is based on studies that have been carried out jointly with CROP.

Équiterre will do the research as follows:

  • Compile studies that have already been carried out.
  • Commission a national survey (in Quebec and in other Canadian cities that have bylaws prohibiting the use of pesticides, such as Ottawa and Toronto, and in Canadian cities that do not have such legislation, such as Vancouver, Edmonton and Calgary).
  • Form a committee to draft questions for the national survey. The committee will be overseen by a CROP official.
  • Conduct the survey, with a stratified, non-proportional, weighted sample per region (15- to 20-minute survey). With approximately 1,700 respondents, Équiterre will provide a national overview, making it possible to compare regions, while establishing consumer profiles.
  • Conduct a series of 20 interviews with commercial and municipal players to find out their thoughts on consumer behaviour regarding "environmentally friendly" ornamental horticulture products and services and the need for regulations, standardization and authentification. These interviews, which will be conducted in Montréal, Toronto, Ottawa, Edmonton or Calgary and Vancouver, will be 30 to 60 minutes in length and will address various issues to complement the research. If needed, omnibus survey questions will be ordered. The entire process will be overseen by CROP to ensure methodological validity.
  • Seek to forge a partnership with the Fédération interdisciplinaire en horticulture ornementale du Québec (FIHOQ) to have the federation distribute a shorter survey to all its industry members.

This data will enable Équiterre to find solutions, make recommendations and suggest measures to offer its products and services to the industry, as well as to organizations and governments that wish to carry out educational or legislative initiatives; and lastly, to promote the responsible act of environmentally friendly consumption in the ornamental horticulture sector.