COVID-19 has had dramatic impacts on the horticulture industry. Overall, most industry categories have experienced growth since 2019. Industry experts hypothesize that because people are home more, they are engaging in more plant-related activities for various reasons (health, time available, etc.).
To fully capture the opportunity this increased interest affords the industry, it is imperative to understand the underlying motivations for plant purchasing during COVID-19 and determine how the industry can sustain this positive growth when consumers return to their “normal” life and work activities. In a nutshell, it comes down to answering whether COVID affects plant attitudes, perceptions, and purchasing behavior. This particular study focuses on houseplants specifically investigating the main drivers of consumer usage and documenting emerging trends in the present houseplants marketplace through systematic surveys.
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Floral Marketing Fund