Water is a precious resource. Plants can’t grow without water (nothing lives without water) and we were curious about the relationship between plant water needs, water conservation messages, and the likelihood of a consumer to buy a plant. Bridget has Dr. Mel Knuth back on the show this week to talk about another study on which they collaborated. In this study, we investigate water message, plant guarantee length, and price. Sadly, the water message was the least important plant characteristic (relative to plant guarantee length and price). But, Floridians and Texans valued the water message more than Michiganders. Results highlight the need for plant guarantees but also the need to educate consumers more on heat and drought tolerant plants being environmentally responsible choices, especially in drought situations.