Learn Which Plant Benefits Resonate Best With Consumers

One of the key research priorities of the Horticultural Research Institute is better understanding of consumer behavior, preferences, and trends. In 2020, Michigan State University’s 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 a webinar to take place on April 15, Dr. Behe will review new research findings from her study looking at which benefits resonate best with which type of consumers.

Registration for the webinar is now open here.