Five major industry contributors, including the Floral Marketing Research Fund, Altman Plants, Costa Farms, Green Circle Growers, Hortica, and Metrolina Greenhouses have come together in collaboration to fund an exciting new research project. The study, “Houseplants Consumer Preference and Purchasing Behaviors,” is led by researchers, Hayk Khachatryan and Melinda Knuth at the University of Florida and Charlie Hall at Texas A&M University.
Houseplant purchases have been on the rise for the past decade, a trend that further escalated sales throughout 2020 due in part to COVID-19. Industry experts hypothesize that because people are home more, they are engaging in more plant-related activities, but current predictions still lack empirical evidence on the driving factors of consumer usage, and many questions remain unanswered. The study intends to provide an in-depth analysis of the informational gaps surrounding the driving factors of consumer preferences and usage of houseplants, as well as understand the underlying motivations for plant purchasing during COVID-19.
The study will use a survey to collect data from approximately 2,000 subjects across the United States and take 6-8 months.
Stay tuned for the research report and results which will be made available at FMRF.org in August 2021.
Thank You to the Project Sponsors: