A multistudy research program has investigated how consumers respond to the urban forest in central business districts of cities of various sizes. Trees positively affect judgments of visual quality but, more signi?cantly, may in?uence other consumer responses and behaviors. Survey respondents from all regions of the United States favored trees in business districts, and this preference was further re?ected in positive district perceptions, patronage behavior, and product pricing. An overview of the research is provided, with implications for the economics of local communities.