Original title: Analyzing hobby-gardeners' purchase intentions for peat-reduced potting soils in Germany, UK and USA – An extended theory of planned behavior approach
Peat is used to make potting soil, but using it releases greenhouse gases. The researchers studied what influences hobby gardeners in Germany, the UK, and the US to intend to buy soil with less peat. They compared the usual parts of the theory of planned behaviorA framework for explaining how people’s beliefs and circumstances relate to their intentions to act., a way to explain people’s choices, with an expanded version. The usual factors explained differences between the countries only to a limited extent; factors tied to the point of saleThe place or moment where a customer is choosing and buying a product. had the strongest influence in the expanded approach.
Imagine choosing a bag of flour while shopping. You may have a general preference, but the label, price, and options right in front of you can shape what you decide to take home. In this paper, those in-store conditions correspond to the point-of-sale factors that showed the strongest influence on gardeners’ intentions to buy potting soil with less peat.
Peat use in potting soil releases greenhouse gases, and governments are trying to reduce it. Understanding what shapes gardeners’ willingness to buy lower-peat products can help sellers and marketers present them in ways that encourage interest.
The abstract reports results for hobby gardeners in Germany, the UK, and the US, but does not provide the sample details, specific point-of-sale factors, or the size of their effects. It reports purchase intentions, not whether gardeners actually bought peat-reduced soil. The findings do not establish that the recommendations will increase sales.
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Analyzing hobby-gardeners' purchase intentions for peat-reduced potting soils in Germany, UK and USA – An extended theory of planned behavior approach — Johannes Bernhard Grote, Thomas Decker, Melinda J. Knuth et al. — Cleaner and Responsible Consumption — doi:10.1016/j.clrc.2026.100507
Abstract licence: CC BY
Explanation generated by Synthesis from the abstract — it is not the original paper.