The business environment in the horticultural industry is evolving and consumer preferences for value-added products are shaping market trends. With an increasing emphasis on health, sustainability, and convenience, consumers are seeking horticultural products that offer added value and benefits. This shift in consumer preferences presents both challenges and opportunities for horticultural businesses. Understanding these evolving consumer demands is crucial for horticulture businesses to develop innovative products and marketing strategies that resonate with their target audience.
The session aims to explore consumer behavior and preferences for value-added horticultural products, providing attendees with valuable insights to inform strategic decision-making and drive business growth in the competitive market. Presentations will explore the specific information consumers seek on wine packages and labels, and the influence of state marketing programs on consumer preferences for tomato transplants. Additionally, the session will explore the return on investment of social media marketing for US green industry firms, consumer preferences and willingness to pay for Florida-grown fresh blueberries, strategies for expanding marketing potential to appeal to all horticulture consumers, and the influence of demographics on the perception of flatheaded borer damage on ornamental plants. Through these diverse presentations, attendees will gain insights into key factors shaping consumer behavior, industry dynamics, and marketing strategies in the horticulture sector.
Coordinator(s)- Alicia L Rihn, University of Tennessee, Knoxville, United States
- Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States
- Chengyan Yue, University of Minnesota-Twin Cities (Minneapolis, MN), St. Paul, Minnesota, United States
Moderator(s)- Alicia L Rihn, University of Tennessee, Knoxville, United States
- Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States
Speaker/Participant(s)- Alicia L Rihn, University of Tennessee, Knoxville, United States
Do State Marketing Programs Impact Consumer Preferences for Tomato Transplants? (15 mins) - Ariana P Torres, Purdue University, United States
The Return of Investment of Social Media Marketing: A Case of U.S. Green Industry Firms (15 mins) - Chengyan Yue, University of Minnesota-Twin Cities (Minneapolis, MN), St. Paul, Minnesota, United States
What Information Consumers Are Looking for On Wine Packages and Labels? (15 mins) - Hayk Khachatryan, University of Florida, United States
Analyzing Consumer Preferences and Willingness to Pay for Florida-Grown Fresh Blueberries (15 mins) - Melinda Knuth, North Carolina State University, Horticultural Science, Raleigh, North Carolina, United States
Expanding Marketing Potential to Appeal to All Horticulture Consumers (15 mins) - Ben Campbell, University of Georgia, United States
Demographic Influences on the Perception of Flatheaded Borer Damage on Ornamental Crops (15 mins)
Summary: Mounata Dahal, Tate Norman, Ben Campbell, and Alicia Rihn
