Identity has been used as a measure of individuals to better understand values and behavior, such as concern for the environment and subsequent behaviors. Applying the same approach to horticulture, measure of identity as a gardener can help researchers, educators, and industry stakeholders have knowledge of existing and potential clients to deliver relevant goods and services. In a 2023 national survey, respondents (n=2435) completed measures of gardener identity (GI) as well as assessments of five elemental and three functional gardening practices. Gardener identity scores were significantly higher among self-reported gardeners than nongardeners, with a weak positive correlation between GI score and spending on supplies and services (r = .310, p=.01). Despite perception that gardening is a solitary activity, findings highlight the role of social networks in positive, early gardening experiences that shape behaviors across the lifespan. Coupled with demographic data, these scores provide additional insight and guidance for developing and supporting individuals who spend money on green industry supplies and services.
