US (MI): HRI funds horticultural marketing research

The Horticultural Research Institute (HRI), the research arm of AmericanHort, has awarded Dr. Bridget Behe funding for her research titled "Off the sales floor and into the cart: Analyzing the path to plant purchases". Her research will look at how consumers make buying decisions with regard to plant purchases. New technologies, such as a portable devices that track eye movements, will be used to investigate visual cue selections that lead to plant purchases. Packaging, in-store signage, brand, and price will all be evaluated as well. These results should help retailers improve the customer shopping experience.

The HRI’s mission is to direct, fund, promote, and communicate horticulture research. Supporting research that challenges current methods and bridges the divide between businesses and the consumer is exactly how HRI helps build prosperous businesses, advance the green industry, and fulfill its core vision. In 2018, they are funding 10 projects, for a total of $232,000, to investigate solutions in the areas of horticultural production, pest management, environmental stewardship, and business and marketing.

Source: Michigan State University