Better understanding consumer behavior, preferences, and trends is a key HRI research priority. In 2020, Dr. Bridget Behe built upon her previous research that showed younger customers were more likely to purchase a branded plant – even when identical to a non-branded plant – and that consumers, in general, want more information on signs because they cannot ascertain plant attributes by looking at it. In this session, Dr. Behe will review new research findings from her study looking at which benefits resonate best with which type of consumers.
About the speaker
Dr. Bridget Behe, Professor of Horticultural Marketing at Michigan State University, teaches courses on marketing and management for horticulture majors. Bridget has conducted over 100 consumer and market research projects on horticultural products, both edible and ornamental. Each year, she speaks to professionals and industry groups nationally and internationally. She writes articles for trade magazines to share the findings of her consumer research studies. Dr. Behe has served as chair of a USDA regional project committee where horticulturists and agricultural economists work collaboratively on consumer and economic challenges facing the ornamental horticulture industry.
Horticultural Research Institute