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Microgreens are functional foods whose nutritional content varies depending upon the production methods used when grown. Consumers may perceive different microgreen production practices as carrying varying levels of risk. Here, an online survey of 820 Tennesseans indicated their perceived risk of consumption and environmental impacts for nutritionally enhanced microgreens grown using eight different production methods (e.g., plant breeding, gene editing, lighting, etc.). Probit models were used to analyze data. Results demonstrate that the different production methods were associated with different risk perceptions. Species selection and lighting were perceived as the safest practice for consumption and the environment. Gene editing and genetic modification were perceived as the least safe for consumption and the environment. Production strategies selected as the best option to enhance nutrition improved perceptions of production practice safety. Existing subjective knowledge of the production methods positively influenced consumers’ safety perceptions. Gender, education and urban residency all impacted perceived risk but varied by production method. Given the heightened interest in nutritious food and environmental health, it is important to understand how consumers perceive different production methods to better inform them about their food choices and encourage sustainable consumption behaviors. In turn, results can aid growers, retailers and other stakeholders as they consider alternative production methods and marketing strategies.

Online sales of plants are relatively new compared with other products. An online survey was used to measure online and in-store plant/flower spending from 1290 participants. Participants were satisfied with their online plant/flower purchases and spent $31.86 more on plants/flowers through online retailers than in stores. Participants’ social media use increased their in-store plant/flower spending but not online spending. Using Amazon, Google, and farm-direct online retailers increased both in-store and online plant/flower spending. Demographic characteristics did not influence online or in-store spending, except income which had a positive effect.

The increasing demand for sustainable products has helped spur demand for native plants. This study used an online survey of 2066 US consumers, a factor analysis, and Ward’s linkage cluster analysis to identify unique customer segments in the native plant marketplace. The following three clusters were identified: native averse (31.6%), native curious (35.7%), and native enthusiast (32.7%). The native enthusiast cluster agreed strongly with positive statements related to native plant perceptions and attributes. The native averse cluster exhibited the lowest level of agreement with these items and the greatest level of agreement with negative or neutral statements about native plants. The native curious cluster was intermediate between the other clusters but generally agreed with positive attributes. Demographic characteristics impacted cluster membership. The marketing implications are discussed.

Plants native to the United States, defined as those being present before European settlement, have aesthetic and environmental benefits. In 2018, only 10% of plant sales were native plants, a plant category that tends to be underrepresented in many residential and commercial landscapes. Although earlier research indicated that consumers find native plants less aesthetically appealing relative to introduced species, more recent research reported a growing demand for native plants. Thus, a better understanding of consumer perceptions would facilitate their marketing. We used an online survey of 1824 participants representing five geographic regions (West, Southwest, Midwest, Southeast, and Northwest) to classify adopters based on their purchase of native plants. A double-hurdle model was used to estimate factors influencing purchasing native plants among US homeowners, and the factors influencing the amount spent on native plants in 2021. Demographically, metropolitan, college-educated, and younger participants were more likely to be native plant adopters; they also spent 80% more on plants compared with nonnative plant adopters. More native plant adopters agreed that native plants were better for the environment than exotic plants (68%), are readily available in their area (67%), and are better adapted to difficult sites (75%). Marketing efforts should capitalize on the environmental benefits to stimulate purchases.

US nurseries are experiencing a workforce shortage that is expected to intensify. A mixed-mode survey of decision-makers representing the US nursery industry was conducted in 2021. The survey assessed practices used in 2020 to elicit a better understanding of nursery approaches to the challenges presented by persistent labor scarcity. We compare our results with survey data collected ∼15 years earlier at container nurseries. Survey responses revealed that nurseries were undertaking strategies that aimed to improve production efficiency, better recruit and retain employees, and secure other sources of labor to overcome this shortage. Specifically, more than 65% of surveyed US nurseries increased worker wages, and more than 55% of respondents adopted automation to address the labor shortage. Strategies in use by ≥23% of respondents may limit future growth or jeopardize long-term nursery survival. These include diversifying tasks of current employees, reducing production of labor-intensive plants, or delaying expansion plans. Survey results suggested that production tasks excluding irrigation were on average 31% automated or mechanized at container nurseries, an increase from 16% during the prior survey. Field nurseries were 35% automated or mechanized in 2020. Newly developed or yet-to-be developed automated and mechanized technology (AMT) that decision-makers perceive as being helpful were reported. This article explores linkages between nursery characteristics and AMT adoption and highlights research and extension programming initiatives that are needed to help growers make informed decisions regarding adopting automation.

This new 5-page publication of the UF/IFAS Department of Agricultural Education and Communication presents research assessing how nursery growers perceive automated and mechanized nursery technologies (ANTs) and determine how these perceptions relate to adoption. This information could guide the development of Extension programs that help nursery operations make informed decisions about ANT adoption and identify ANT characteristics that are positively correlated with ANT adoption. This document was designed for Extension professionals and other practitioners who serve nursery grower clientele across the United States, including companies developing and marketing ANTs to nursery operations. Written by Laura A. Warner, Alicia L. Rihn, Amy Fulcher, Susan Schexnayder, Anthony V. LeBude, Lloyd Nackley, Margarita Velandia, and James Altland. https://edis.ifas.ufl.edu/wc425

Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched. Using a national survey of green industry firms conducted in 2019, this research uses a double-hurdle model to investigate factors that impact firms’ adoption of, and amount spent on, online advertising. Our results show that one-third of the companies invested in online advertising. Of those investing in online advertising, the average percentage of online advertising as a share of all advertising expenditures was 46%. Small businesses were less likely to invest in online advertising compared with larger businesses; however, once they invested in online advertising, the percentage of investment was 25% higher among small firms when compared with their larger counterparts. Increasing years in operation as well as trade show participation was related to a 3% decrease in likelihood to use online advertising. Business owners who perceived hiring competent employees as a barrier to business growth invested 19% less of their advertising budget in online channels, which may indicate a lack of human resources to advertise online. We also compared the industry results with data from a 2014 survey and found the amount invested in online advertising increased ≈3% to 5% between studies. The percentage in wholesale sales influenced the amount spent on online advertising in 2014 but not in 2019. Being a small firm in 2014 increased the amount spent on online advertising, but the effect was 14% lower in 2019. In 2014, firms located in the Pacific, Southcentral, and Southeast U.S. regions invested more in online advertising compared with other regions, but in 2019, the only geographic difference was that firms in the Great Plains spent less on online advertising. Despite their lower adoption rates, the increased expenditures on online advertising implies that smaller firms that implement online advertising receive value through that channel and are willing to allocate more resources to leverage its reach. Firms contemplating adopting and investing in online advertising should consider their resource availability and marketing goals related to reaching different customer groups through online advertising.

The landscape service sector is an important part of the environmental horticulture industry. However, research addressing factors impacting its business and marketing practices are scarce. This manuscript uses data collected via online and mail industry surveys in 2014 and 2019 to investigate U.S. landscape service firms’ advertising and marketing practices and different factors that influence their business strategies by firm type and size. Product mix, advertising method, and the importance of different business factors were impacted by firm type. Landscape service only firms had the most diverse product offerings, while firms with wholesale production had the least diversity. Landscape service only firms primarily used in-person and telephone advertising, while firms with wholesale production used a broader swath of advertising medias to reach a more diversified clientele. Overall, weather and labor-related factors had the most impact on landscaping firms’ business practices. Larger firms perceived labor factors as more important than smaller firms.

Ornamental plants provide many benefits to humans, including those that affect emotional/mental health, physiological health, social interactions, and economic/financial conditions. However, research related to consumers’ perceived value of ornamental plants has focused primarily on production methods that were used to produce plants, while consumers’ perceived intrinsic value of postpurchase benefits has not been addressed. There is potential for benefit information to generate value for consumers. Knowing consumers’ value for different plant benefits serves to inform green industry stakeholders as they consider their marketing strategies and whether to include benefit information as a part of their plant promotions. An online survey was conducted to elicit U.S. consumers’ willingness to pay (WTP) for lavender plants while displaying different plant benefit information. Participants randomly viewed one of eight plant benefit messages and indicated the maximum they were willing to pay for a lavender plant displaying that benefit. The benefits messages were categorized as cognitive, social, physical, emotional, environmental, aesthetic, educational, and economic based on prior literature. Tobit models were used to analyze the data. Compared to economic benefit information, the social benefit generated the largest premium (USD 6.75). Plant spending in 2020 and household income increased participants’ WTP for the lavender plants. Age had a negative impact on WTP.

Labor scarcity and rising production costs due to increasing labor wages and benefits are key concerns among nursery growers. Automated nursery technologies are a means to address labor challenges, but they are not widely adopted. The research objective was to use the Theory of Planned Behavior to evaluate nursery growers’ intention of using automated technologies in their operations to support future educational initiatives. Using a mixed-mode survey, four technology clusters, or a grouping of connected ideas, were examined: Irrigation application, Plant transport, Plant handling, and Agrochemical application. Overall intent to adopt technologies within each cluster was neutral but slightly negative. Attitudes towards adopting automated nursery technologies and perceptions of others’ approval for adoption were positive, and perceived behavioral control and perceptions of others’ adoption were neutral. When used to predict likelihood of adoption through multiple linear regression models, there was variability in characteristics that predicted intent to adopt technologies within each cluster with attitude being the most consistent predictor across the clusters. There were both positive and negative relationships between the social norms variables and behavioral intent. Overall, social norms and attitudes appear to be among the most important characteristics in disseminating automated nursery technology adoption to address labor issues.

What does the general public know about neonicotinoids used in ornamental horticulture and their effects on pollinators? The question is an important one given that home landscapes serve as pollinator habitat and can impact pollinator health. This 5-page fact sheet written by Hayk Khachatryan, Xuan Wei, and Alicia Rihn and published by the UF/IFAS Food and Resource Economics Department summarizes a survey addressing consumer knowledge about neonicotinoids and pollinator plants, as well as their interest in enhancing pollinator health. The survey is part of a larger research project aimed at incorporating pollinator conservation into the ornamental horticulture industry's sustainability initiatives. https://edis.ifas.ufl.edu/fe1081

Neonicotinoid (neonic) pesticides have been facing intense scrutiny because of their potential role in pollinator insect population declines. Research has shown that insecticide use in general has resulted in $284 million per year in damages to honeybee and pollinator services in the United States. This is especially worrying because food supply would fail to meet increasing global food demand without pollinator insects. Consumer awareness of neonic pesticides increases the purchase likelihood for plants that are labeled “neonic-free,” and, as consumer awareness of neonics increases, demand for plants may decrease if there is limited availability of neonic-free options. This 5-page fact sheet written by Hayk Khachatryan and Alicia Rihn and published by the Food and Resource Economics Department explains the practical implications for growers, retailers, and policy makers and describes how these stakeholders can benefit from increased awareness of this important new market niche.­edis.ifas.ufl.edu/fe1008

A second-price auction with eye movement recordings was used to investigate consumer preferences for labels disclosing the presence and absence of specific types of insecticides and to explore the relationship between visual attention and consumer purchasing behaviors. Findings contribute to the literature in the following ways. First, visual attention pattern was endogenously determined by personal knowledge and pollinator conservation activities. Less knowledgeable or less engaged participants fixated more and for longer durations on the product as a whole rather than other information. Secondly, the first and last gaze cascade effect was confirmed by identifying a significant negative impact of participants’ first and last gaze visits on neonicotinoid labels on their bid values. Third, new evidence was added to the existing literature that the link between visual attention and consumer valuation and preference may be weak. Our results suggest that visual attention could provide useful information toward understanding participants’ bidding behaviors; however, evidence indicates that visual attention measures may not be directly linked with decision making.

Eye-tracking technology is a means of exploring the relationship between visual attention and consumer behavior. In the past, eye-tracking technology has been used to conduct research on consumer decision-making, marketing, and advertising. This 5-page fact sheet serves as an introduction to eye-tracking technology and methodology. Written by Hayk Khachatryan and Alicia L. Rihn, and published by the UF Department of Food and Resource Economics, July 2014. FE947/FE947: Eye-Tracking Methodology and Applications in Consumer Research (ufl.edu)