Plant Benefits or Features: Which Cue is More Effective?
HRI Research • May 10, 2021
Better understanding consumer behavior, preferences, and trends is a key HRI research priority. In 2020, 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 this session, Dr. Behe will review new research findings from her study looking at which benefits resonate best with which type of consumers.
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CABI and USDA APHIS are collaborating on the biological control of the box tree moth using parasitoids from Asia. Several parasitoid species are currently under consideration for introduction into North America and Europe. One of these parasitoids arrived in Europe on its own and has begun controlling the moth on both planted trees and in wild boxwood stands. The webinar will describe the spread and impact of this adventive parasitoid in Europe and present efforts to assess the potential of this species and others as biological control agents in North America.
Meet the HRI Leadership Academy Class of 2027. This intensive year-long program equips green industry leaders with strategic insight and business acumen.
This session will introduce the HortCalculator, an online decision-support tool designed to help ornamental growers translate farm-level data into actionable financial insights. The tool generates clear analyses of profitability, breakeven points, and return on investment, giving growers confidence to evaluate sustainable production practices and new technologies. By linking financial literacy with production decisions, the HortCalculator helps growers balance profitability and sustainability, strengthening resilience in ornamental horticulture systems. The session will highlight practical applications for nursery, greenhouse, and specialty crop operations, while also exploring opportunities for research, education, and industry partnerships to scale the tool across crops and regions.
