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Three New Studies Coming in 2021!

The FMF is pleased to announce that three new projects are slated for completion in 2021. These studies will be released onto our site for FREE public use to help all segments of the floral industry.

  • The advertising study, Understanding How Advertising Can lead to Increased Demand and Satisfaction Among Consumers in the Floral Industry, has finished collecting results and we will release the results by September 2021. This project aims to help firms put the right product in the right place at the right time by understanding the competitive landscape and what drives consumer perception. This study is led by researchers, Benjamin Campbell, Associate Professor, and Julie Campbell, Postdoctoral Research Associate, at the University of Georgia.


  • The Consumer Valuation of Plants Project has released the initial results and expects to have the full study released by the Fall. The main purpose of this project is to determine factors that moderate consumers’ perceived value of plants. Put more simply, when a consumer sees a price tag, how do they decide if the plant features (e.g., the perceived cost of production, expected longevity, plant architecture, pot size, care convenience) make it worth the cost. They are currently in Phase 2 of their online survey. This study is led by researchers, Amy Bowen, Ph.D., Alexandra Grygorczyk, Ph.D., Mithun Shrivastava, and Sasha Miller at the Vineland Research and Innovation Centre along with Juan Wang, Ph.D., and Xuezhu (Nicole) Wang at the University of Guelph.


  • The NEW Houseplant Study, Houseplants Consumer Preference and Purchasing Behaviors has launched its survey and collected data. 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 results will be released by webinar and on our site in December of 2021. This study is led by researchers, Hayk Khachatryan and Melinda Knuth at the University of Florida and Charlie Hall at Texas A&M University.


To stay up-to-date on our research updates and marketing efforts, follow our Facebook page and check back to the site for new resources and reports!



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