The latest University of Florida horticulture economics research ... How do consumers perceive pollinator friendly plants?

• Misperceptions of “pollinator friendly” plants
• Neonic pesticides – consumer awareness and impact on purchasing behavior
• Perceptions of beneficial production practices

Signage and labeling strategies
Discussion of industry recommendations 

Instructor: Hayk Khachatryan

Additional detail:

This talk focuses on new marketing research in the ornamental plant industry. Marketing and promotions are used to communicate valuable product information to customers and influence their purchasing decisions. Our research concentrates on assessing consumer perceptions of pollinator friendly plants, plant attributes, and production methods. Consumer perceptions are important because they greatly influence consumer purchasing behavior. This discussion will focus on the “pollinator friendly” attribute and how it can be used to improve customers’ perceived value, meet new market needs, differentiate products, and justify higher price points.  

Participants will learn about consumers’ misperceptions, awareness of neonicotinoid (neonic) pesticides, and their perceptions of production methods. Participants will also learn about different pollinator-related marketing strategies they can employ to attract customers.

Course content is applicable to growers, landscapers, retailers and marketers who are interested in pollinator-related attribute options to add value to their product lines. Content is also beneficial for industry stakeholders who are exploring pollinator-related in-store promotions. Overall, this course offers participants the opportunity to better understand their customers and their customers’ needs.

FREE for FANN members, exhibitors & qualified students. Just $10 for everyone else.