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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COLUMBUS, OH – July 22, 2025 – The Horticultural Research Institute (HRI) and AmericanHort are proud to announce the HRI Leadership Academy Class of 2026, a cohort of accomplished professionals from across the green industry who are poised to take their leadership to the next level. These individuals, representing various industry segments and career paths, were selected for their commitment to horticulture and their desire to help shape the industry's future. The HRI Leadership Academy is a one-year advanced leadership program designed for experienced horticulture professionals looking to elevate their influence and expand their strategic thinking and business skills. Built around in-person classes, peer collaboration, and mentorship, this program prepares leaders to confidently navigate business challenges, drive innovation, and spark positive change in their businesses, the industry, and their communities.
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