The Social Symbolism of Water-Conserving Landscaping

Three studies examined the symbolic and self-presentational meaning of low-water-use residential landscaping in a desert city in the southwestern United States. We hypothesized that owners' water-intensive or water-conserving landscape choices would be seen to convey very different characteristics. Data indicated that these two types of residential landscapes led to substantially different attributions about homeowners and also that potential homeowners could use landscapes to convey an array of characteristics to a social audience. In general, water-intensive landscapes led to more positive attributions than did water-conserving landscapes. The results support the idea that landscaping choice may be guided by self-presentational considerations, and that such considerations might influence the adoption of high- or low-water-use landscapes.