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Turfgrass lawns provide many environmental benefits, including temperature moderation, soil stabilization in urban centers, and surface water runoff reduction in the rapidly urbanizing societies. Recently, more sustainable management of urban vegetation have arisen to encourage Florida homeowners to shift from high-input (e.g., fertilizer, water) to low-input landscapes through initiatives such as the Florida Friendly Landscapes and Florida Water Star Programs. To support the water conservation programs in Florida, and better understand homeowners' lawn choices, the objective of this study is to identify and evaluate homeowners' preferred turfgrass features for lawn choices and understand the context of promoting sustainable landscaping practices in the state of Florida. Approximately 1000 Florida homeowners were surveyed online and ranked their most preferred turfgrass features out of a set of 12 alternatives. A rank-ordered logit model was utilized to evaluate Florida homeowners’ preferences for different turfgrass features and determine if they influence turfgrass selection for Florida homeowners. The results showed that the top features were drought tolerance, color, frequency of mowing, disease resistance, and pest tolerance. Identification and communication of water proficient, low fertilizer input turfgrass cultivars that are tolerant to environmental stresses (e.g., drought, traffic, shade) are needed in Florida. Policymakers should promote strategies to combat drought tolerant cultivars. Extension agents should educate homeowners on grass dormancy and drought tolerance (affecting color change) as well as promote disease resistance and pest tolerant species through the Florida Friendly Landscape and WaterStar Programs.

Abstract New technologies in additive manufacturing and patient-specific CT-based custom implant designs make it possible for previously unimaginable salvage and limb-sparing operations a practical reality. This study presents the design and fabrication of a lattice-structured implant for talus replacement surgery. Our primary case involved a young adult patient who had sustained severe damage to the talus, resulting in avascular necrosis and subsequent bone collapse. This condition caused persistent and debilitating pain, leading the medical team to consider amputation of the left foot at the ankle level as a last resort. Instead, we proposed a Ti6Al4V-based patient-specific implant with lattice structure specifically designed for pan-talar fusion. Finite element simulation is conducted to estimate its performance. To ensure its mechanical integrity, uniaxial compression experiments were conducted. The implant was produced using selective laser melting technology, which allowed for precise and accurate construction of the unique lattice structure. The patient underwent regular monitoring for a period of 24 months. At 2-years follow-up the patient successfully returned to activities without complication. The patient’s functional status was improved, limb shortening was minimized.

There is a growing trend toward planting native and pollinator-friendly plants in residential gardens and landscapes due to concerns about invasive plant species, water conservation, and urban land management. Yet, understanding consumer purchase behavior and how knowledge affects their purchase intent is largely unknown. In this analysis, we integrated national online and in-person surveys to determine the influence of consumers’ subjective and objective knowledge of native and pollinator-friendly ornamental plants on their purchase decisions. Factors influencing plant purchase decisions were measured using a 7-point Likert rating scale. We found that participants with relatively higher knowledge of native and pollinator-attractive plants placed more emphasis on sustainable production methods relative to the plant’s physical attributes (e.g., plant size, shape, etc.) and care-related characteristics (e.g., plant health, easiness of care, etc.). Plant lovers (i.e., frequent purchasers who spent relatively more money on plants than infrequent purchasers) were more likely to prioritize sustainable production methods over the plants’ physical attributes. In contrast, participants primarily buying plants from mass merchandisers/box stores tend to focus on visual appeal or aesthetic characteristics. Consumer marketing implications for the nursery and greenhouse industry stakeholders are discussed.

The US agricultural industry depends on immigrant farm labor, particularly in the specialty crop sector where tasks like harvesting require a lot of labor. Most US farmworkers are from other countries, and almost half are not authorized to work in the United States. The importance of immigrant labor in meeting the demand for workers in the nursery and floriculture production sector has been further highlighted with this industry's recent growth. This publication offers an overview of the increasing demand for H-2A workers in the ornamental horticulture industry, examines growers' challenges, and explores the underlying factors affecting workers’ participation in the H-2A program. It guides industry stakeholders to monitor changes in immigration policies and labor regulations, including the H-2A program and to adjust labor management practices accordingly. It includes strategies to address labor challenges and remain competitive in the marketplace

Florida's pest management industry is one of the nation’s leaders, accounting for more than 14 percent of pest management establishments in 2021. Among other services, this industry provides insect extermination and control, bedbug extermination, mosquito control, termite extermination and control, and rodent control and extermination. The market share concentration of the Florida pest management industry has increased due to consolidation during the past decade, but the general concentration within the industry has remained relatively low. Most operators are midsize or small and strategically located near densely populated areas. To estimate economic contributions of the Florida pest management industry for the most recent fiscal year, we sent survey questionnaires to more than 3,500 pest control firms and received responses from 764 of them. We then conducted an economic contribution analysis using the IMPLAN© regional economic modeling system and associated databases.

Maintaining and caring for residential landscapes is a crucial aspect of homeownership in the United States. For homeowners in the United States, residential lawns represent a significant economic investment, signal their social commitments, and reflect their personal characters. To investigate the differences in Florida homeowners’ priorities regarding residential landscape features, an online survey of 1220 homeowners was conducted. Four different groups of homeowners were identified based on their perceived importance of the four landscape features, namely, environmental, financial, aesthetic, and psychological benefits. Factors such as environmental and financial attitudes and social norms influencing homeowners’ decision-making were examined. The findings revealed that homeowners’ knowledge of landscaping practices and environmental attitudes impact their prioritization regarding landscape features.

The ornamental horticulture industry relies on workers to do myriad tasks, such as pruning, applying fertilizers, scouting, spraying pesticides, planting, harvesting, packing, and weeding. As a result of the perishable nature of horticultural goods, a skilled and accessible labor supply is imperative for continued industry growth and stability. The decreasing number of workers, followed by increasing wage rates, could be alarming for the economic well-being of the ornamental horticulture industry, which has already experienced a downward trend in revenue and profits. Combining 2014 and 2019 National Green Industry Survey data, this study investigates factors affecting ornamental growers’ decisions on hiring H-2A workers. Growers’ decisions are largely affected by their home state’s enforcement of the 287(g) program and the observed industry employment and total wage payment. Growers are more likely to participate in an H-2A workers program if their home state implemented the restrictive 287(g) program. Increasing industry employment of domestic workers will discourage participation in the H-2A workers program, but increasing industry wage costs will encourage participation. In contrast, individual firm characteristics play different roles in program participation and the number of H-2A workers hiring decision. Increasing farm sales value by $1 million merely increases the probability of hiring by a 0.1% point, revealing that large growers are the major beneficiaries of the H-2A workers program. After the participation hurdle is overcome, the number of H-2A workers hired is affected minimally by these factors. Our results suggest that the current H-2A program imposes a potential hurdle to participate, thus benefiting large growers.

State and local governments have implemented voluntary and mandatory programs to conserve and protect natural resources in and around urban developments. Even though the long-term environmental benefits are apparent, convincing homeowners to adopt sustainable landscapes with less water and chemical use is challenging. An important consideration from the successful policy implementation point of view is that homeowners have different environmental attitudes, which can be the determining factor that influences their adoption intentions of sustainable landscaping practices. This study assesses whether homeowners’ environmental attitude is a statistically significant predictor of sustainable landscape adoption intention. Moreover, homeowners’ perception of the effectiveness of the voluntary environmental programs may be influenced by their environmental attitudes and impose mediating effects on sustainable landscape adoption intentions. We also examine whether homeowners’ perceived effectiveness of voluntary environmental programs has a mediating effect on the adoption decision. The Value-Belief-Norm hierarchical model framework is utilized to examine both effects. The results revealed that homeowners’ pro-environmental attitudes influence their perceived effectiveness of voluntary programs and their sustainable landscape adoption intentions. The combined influence accounts for 13.6% of homeowners’ adoption intention. Homeowners’ personal norms also affect their perceived effectiveness of voluntary programs (9% variance explained), and the mediating effect of the perceived effectiveness of voluntary programs has an amplifying effect and positively influences the adoption intention. The implications for policymakers in the realm of landscape conservation programs are discussed.

The purpose of this study is to present practical enterprise budgets and help growers to determine how the particular crop they are growing influences profitability. Written by Hayk Khachatryan and Xuan Wei, and published by the UF/IFAS Food and Resource Economics Department, July 2022.

This report is the third in a series from the Sustainable Residential Landscape Project. This report summarizes Floridian homeowners’ interest in and response to economic incentives to encourage the installation of more sustainable alternative residential landscapes based on a survey. Written by Hayk Khachatryan, Alicia Rihn, Xumin Zhang, and Michael Dukes, and published by the UF/IFAS Food and Resource Economics Department, July 2022.

Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched. Using a national survey of green industry firms conducted in 2019, this research uses a double-hurdle model to investigate factors that impact firms’ adoption of, and amount spent on, online advertising. Our results show that one-third of the companies invested in online advertising. Of those investing in online advertising, the average percentage of online advertising as a share of all advertising expenditures was 46%. Small businesses were less likely to invest in online advertising compared with larger businesses; however, once they invested in online advertising, the percentage of investment was 25% higher among small firms when compared with their larger counterparts. Increasing years in operation as well as trade show participation was related to a 3% decrease in likelihood to use online advertising. Business owners who perceived hiring competent employees as a barrier to business growth invested 19% less of their advertising budget in online channels, which may indicate a lack of human resources to advertise online. We also compared the industry results with data from a 2014 survey and found the amount invested in online advertising increased ≈3% to 5% between studies. The percentage in wholesale sales influenced the amount spent on online advertising in 2014 but not in 2019. Being a small firm in 2014 increased the amount spent on online advertising, but the effect was 14% lower in 2019. In 2014, firms located in the Pacific, Southcentral, and Southeast U.S. regions invested more in online advertising compared with other regions, but in 2019, the only geographic difference was that firms in the Great Plains spent less on online advertising. Despite their lower adoption rates, the increased expenditures on online advertising implies that smaller firms that implement online advertising receive value through that channel and are willing to allocate more resources to leverage its reach. Firms contemplating adopting and investing in online advertising should consider their resource availability and marketing goals related to reaching different customer groups through online advertising.

The landscape service sector is an important part of the environmental horticulture industry. However, research addressing factors impacting its business and marketing practices are scarce. This manuscript uses data collected via online and mail industry surveys in 2014 and 2019 to investigate U.S. landscape service firms’ advertising and marketing practices and different factors that influence their business strategies by firm type and size. Product mix, advertising method, and the importance of different business factors were impacted by firm type. Landscape service only firms had the most diverse product offerings, while firms with wholesale production had the least diversity. Landscape service only firms primarily used in-person and telephone advertising, while firms with wholesale production used a broader swath of advertising medias to reach a more diversified clientele. Overall, weather and labor-related factors had the most impact on landscaping firms’ business practices. Larger firms perceived labor factors as more important than smaller firms.

The millennial generation, born between 1981 and 1996, is the largest demographic age group in the United States. This generation of plant enthusiasts has experienced financial setbacks; nevertheless, they collectively wield immense economic power. In 2018, this generation made one-quarter of all horticulture purchases. Consumer horticulture (CH) is challenged to develop targeted programming and outreach methods to connect with this influential and information-hungry generation. To examine the possibilities, the CH and Master Gardener Professional Interest Group held a workshop on 23 July 2019, in Las Vegas, NV, at the American Society for Horticultural Science (ASHS) annual conference. The workshop first actively engaged participants to build points of connection by discussing nontraditional terminology that resonates with younger audiences. Suggested terminology included plant parent, plant enthusiast, plant babies, apartment-friendly, sustainable, and urban agriculture. After the opening discussion, three presentations explored innovative content, marketing and outreach in the areas of social media, retail promotions, and public gardens. The social media presentation focused on building a two-way partnership with millennials on Instagram that emphasized shared values of sustainability, local foods, and wellness. During the second presentation, the speaker highlighted retail point-of-sale promotions that appeal to younger audiences. The final presentation described creative programming used by botanical gardens to engage younger visitors. A facilitated discussion followed the presentations to identify and evaluate techniques and content that could be incorporated into CH research, teaching, and extension to reach and interact with new millennial audiences. Based on the workshop presentations and the facilitated discussions, the ASHS CH and Master Gardener Professional Interest Group concluded that more CH professionals should engage in social media outreach tailored to the needs and preferences of younger generations. To support this valuable outreach, research of consumer behavior and retail marketing should be encouraged to identify the preferred terminology and subject matter that appeal to millennials. Finally, CH can learn from and partner with public gardens as they implement multidisciplinary programming and exhibitions.

In recent years, growers in the ornamental horticulture industry have experienced declining revenue and shrinking profit margins due to increased consumer spending captured by wholesale stores bypass, price competition at the retail level, as well as relatively low consumer demand. Maintaining cost-effective production practices is critical for nursery and greenhouse growers to stay profitable. However, a recent trend to impose more restrictive labeling polices on pesticide use (i.e., disclosing the use of neonicotinoids) may impact growers’ already tightening production costs. A better understanding of the cost structure and production decision-making can provide insights for profitable operation. Using a partial enterprise budgeting approach, this research aims to evaluate production costs and profitability for 20 individual greenhouse annual and perennial crop production systems. Three primary economic performance indicators (net income, gross margin, and profit margin) were calculated and a sensitivity analysis was conducted to account for potential risks in production. Our results suggest that production costs vary significantly among different crops, thus implying that producers may have different profitability levels depending on the combination of crops grown. Our partial enterprise budgeting estimates serve as a reference point and can assist producers with reducing costs in specific areas, and aids in selecting and adjusting crop combinations to maximize potential profits. Sensitivity analysis scenarios provide insights to producers for evaluation of their entire operations and aid in making decisions on adopting alternative practices.

This report summarizes production and marketing practices and trade flows for the Florida ornamental plant grower and dealer firms for 2018. Written by Hayk Khachatryan, Melinda Knuth, Alan Hodges, and Charlie Hall, and published by the UF/IFAS Food and Resource Economics Department, February 2022.

Enterprise budgets help farmers and ranchers estimate expenses, potential revenue, and profit. UF/IFAS provides enterprise budgets for a variety of Florida-grown commodities. These are typically built collaboratively by economists, horticulturists and agronomists, ranchers, and growers. This publication highlights key aspects of the enterprise budget as a planning tool for farm businesses. Includes links to UF/IFAS enterprise budgets and related documents specific to several Florida commodities.

The American landscape is well defined by the presence of turfgrass. To maintain the lush, green carpet, irrigation, fertilizer, and other necessary inputs are required. When these inputs are excessively applied, which is not uncommon, they are harmful to the natural environment. To mitigate potential adverse impacts, local and state governments are interested in policies that incentivize homeowners to maintain their lawns sustainably. But are there homeowners who are environmentally conscious and are willing to minimize their use of fertilizers or water? In this study, we evaluate the Floridian homeowners’ preferences for high- and low-level inputs of irrigation water and fertilizer using latent class logit (LCL) regression models based on data collected from an online choice experiment survey. Results indicated that there are heterogeneous preferences for the level of irrigation water and fertilizer application by Floridian homeowners, including high-input users (33% of the sample), irrigation-conscious users (27%), fertilizer-conscious users (23%), and moderate-input users (17%). The policy and marketing implications for relevant stakeholders are discussed.

This publication summarizes production, marketing, and trade practices for Florida ornamental growers and dealers based on a 2019 national survey by the Green Industry Research Consortium, a multi-state research project under the USDA-National Institute for Food and Agriculture. The most recent survey collected information on business practices for the fiscal year 2018-2019 in all 50 states.

The objective of the research described in this publication was to estimate the cost of greenhouse production for selected annual bedding plants and help growers to determine how the particular crop they are growing influences profitability.

This article summarizes ornamental plant producers’ current production practices with a specific emphasis on their use of neonicotinoid and non-neonicotinoid insecticides. Written by Hayk Khachatryan, Xuan Wei, and Alicia Rihn, and published by the UF/IFAS Food and Resource Economics Department, July 2021.

This report summarizes Floridian homeowners’ perceptions of Florida-Friendly Landscapes, which aim to reduce inputs and costs while improving environmental health. Written by Hayk Khachatryan, Alicia Rihn, Xumin Zhang, and Michael Dukes, and published by the UF/IFAS Food and Resource Economics Department, May 2021.

This study explores the relationship between consumers’ plant selection behavior (i.e., shopping behavior) and ways that promotions affect subsequent activities. Written by Hayk Khachatryan, Alicia Rihn, and Xuan Wei, and published by the UF/IFAS Food and Resource Economics Department, May 2021.

The purpose of this report is to summarize ornamental plant producers’ perceptions about neonicotinoid labeling and anticipated changes in production practices due to neonicotinoids labeling policy intervention. The target audience is industry, state agency, and public stakeholders involved in decisions and policy making related to the use of neonicotinoid insecticides in the U.S. ornamental plants industry.

This 5-page fact sheet written by Hayk Khachatryan, Alicia Rihn, Xumin Zhang, and Michael Dukes and published by the UF/IFAS Food and Resource Economics Department is the first in a series from the Sustainable Residential Landscape Project, a study conducted in 2016 to address perceptions of landscapes in Florida, different factors that could influence the adoption of more sustainable landscape options, and ways to promote sustainable landscaping options. The Sustainable Residential Landscape Project was funded by the UF/IFAS Center for Landscape Conservation and Ecology (CLCE).

This study investigates the extent to which individuals' perceptions and attitudes toward pesticides and pollinator related labeling influence their preferences for eco-labeled products. An incentive compatible second-price auction and a hypothetical discrete choice experiment were used to elicit individual preferences for ornamental plants grown with or without controversial (neonicotinoid) pesticides. Positive attitudes toward pollinators, neonicotinoid labeling regulations, and labeling of sustainable production methods were found to be significant predictors of individual choice behavior. Individuals with attitudes expressing concern for pollinators and agreement with mandatory labeling and disclosure of neonicotinoids, showed a stronger preference for neonicotinoid-free plants. Our results suggest that both hypothetical and non-hypothetical experiments are consistent in predicting the general direction of consumer preferences despite the elicitation mechanism. Implications for relevant stakeholders are discussed.

Previous research has identified subjective and objective knowledge as determinants of consumers' acceptance of genetically modified organisms (GMO) in the medical and food industries. In contrast to a large body of literature on the effects of attitudes or knowledge on food preferences, the extent to which consumers' knowledge affects their valuation of non-GMO food producing plants (i.e., plants grown for food or ornamental purposes) is less understood. This manuscript investigates the relationship between consumers' knowledge of relevant non-GMO certification programs and their acceptance and willingness-to-pay (WTP) for non-GMO plants. The first study used an Internet respondent panel and choice experiment, while the second study utilized an in-person experimental auction. In line with previously reported low public acceptance of genetically modified food products, respondents were receptive of and willing to pay premiums for non-GMO food producing plants. This study found that subjective and objective knowledge impacted the premiums for non-GMO labels, with the high subjective and low objective knowledge group generating the highest WTP. Low subjective and low objective knowledge resulted in the lowest WTP. Findings suggest a disconnect between subjective and objective knowledge of non-GMO certification programs, which in turn influences consumer valuation of those products.

What does the general public know about neonicotinoids used in ornamental horticulture and their effects on pollinators? The question is an important one given that home landscapes serve as pollinator habitat and can impact pollinator health. This 5-page fact sheet written by Hayk Khachatryan, Xuan Wei, and Alicia Rihn and published by the UF/IFAS Food and Resource Economics Department summarizes a survey addressing consumer knowledge about neonicotinoids and pollinator plants, as well as their interest in enhancing pollinator health. The survey is part of a larger research project aimed at incorporating pollinator conservation into the ornamental horticulture industry's sustainability initiatives. https://edis.ifas.ufl.edu/fe1081

Increasing consumer interest in sustainable products and in protecting bees and other pollinator insects may be reducing demand for plants grown using neonicotinoids. This 5-page fact sheet written by Hayk Khachatryan, Xuan Wei, and Alicia Rihn and published by the UF/IFAS Food and Resource Economics Department summarizes consumer and producer perceptions about neonicotinoid-related regulations and labeling practices and identifies discrepancies between consumer and producer preferences for different pollinator friendly labeling phrases. https://edis.ifas.ufl.edu/fe1083

Drought conditions make landscape irrigation and reducing water use top-of-mind for many Floridians. Encouraging wise water use is of particular importance to the smart irrigation industry and water policy makers. This 5-page fact sheet written by Hayk Khachatryan, Alicia Rihn, Dong Hee Suh, and Michael Dukes and published by the UF/IFAS Food and Resource Economics Department pinpoints key attributes and barriers affecting consumers' irrigation purchases and their adoption of smart irrigation technologies. https://edis.ifas.ufl.edu/fe1080

In the horticulture industry, age has frequently been used to divide and quantify gardeners (National Gardening Association, 2013). For instance, consumers over the age of 55 account for the majority of U.S. household lawn and garden retail sales and the number of gardeners in this group is increasing (National Gardening Association, 2013). Interestingly, young consumers are also expressing interest in gardening. In 2012, Millennials (born after 1980) spent 78% more on gardening purchases than in the previous 2 years. Surprisingly, men are the driving force in this age group (with a 125% increase) who spent approximately $441 per household (in 2012) with most of the expenditures being on food producing/edible plants (i.e. fruit trees, berries, vegetables and herbs). The local and ‘grow your own food’ movements are likely the main drivers of increased interest in edible and food producing plants (National Gardening Association, 2013). To date, research addressing retail promotions in the green industry by age segments has not been adequately addressed. Once differences and similarities by age group are identified, promotions can be designed to attract those groups. Target marketing is a promotional strategy where consumers are segmented into homogenous groups with common needs that respond similarly to marketing stimuli (Belch & Belch, 2009). Advantages of target marketing include streamlining promotional efforts, better market penetration, improved promotion efficiency, and stronger brand recognition. Many consumer characteristics can be used to create segments with one of the primary factors being demographic characteristics (Belch & Belch, 2009). Specifically in the horticulture industry, young consumers have been of interest due to their increased spending power, low market penetration (in the horticulture industry), and potential to rejuvenate the industry (Rihn et al., 2011). For instance, in 2015 Millennial’s annual spending exceeded $600 billion and is projected to rise to $1.4 trillion in 2020 (Donnelly & Scaff, 2019). Consequently, identifying how different age groups respond to in-store marketing efforts could aid in capturing additional market share and ultimately improve green industry performance and profitability. In this report, results from a study investigating in-store signage and plant tag information are shared. Specifically, similarities and differences between younger and older consumers and their visual attention to point-of-sale (POS) information is explored. Results provide a deeper understanding of how end consumers use POS information while determining their purchases in the retail center. Overall, this EDIS publication is intended to aid green industry growers, marketing intermediaries, and retailers as they design their in-store marketing materials.

Consumer demand for environmentally friendly products has increased, and consumers are willing to pay more for environmentally friendly fruit-producing plants. With the increased demand, however, the number and variety of eco-labels describing the environmentally friendly qualities of plants has also increased, which could confuse consumers and decrease label effectiveness. Previous studies found that well-designed eco-labels improve consumer understanding, clarity, and choice. This 6-page fact sheet written by Hayk Khachatryan, Alicia Rihn, and Xuan Wei and published by the UF/IFAS Food and Resource Economics Department summarizes a study that addressed how different eco-label formats (text vs. logo) impact consumer visual attention, preferences, and valuations of fruit-producing plants. https://edis.ifas.ufl.edu/fe1074

As Extension turns more to effecting behavior change beyond simply raising awareness or understanding concerns, how do we not only help clientele make a change, but make it easier? Behavioral economics principles can improve the way we present options to clients, increasing the likelihood of them choosing desirable behaviors. This new 3-page publication of the UF/IFAS Department of Agricultural Education and Communication offers an introduction to these concepts as well as practical strategies for setting up the environment for change. Written by Laura Warner, Kathryn Stofer, and Hayk Khachatryan. https://edis.ifas.ufl.edu/wc343

Water scarcity concerns have led to revolutionary new smart technologies for residential landscape irrigation, including evapotranspiration and soil-moisture sensor systems. The adoption of smart irrigation technologies into residential landscapes, however, has been slow. This 7-page publication written by Hayk Khachatryan, Alicia Rihn, Caroline R. Warwick, and Michael Dukes and published by the UF/IFAS Food and Resource Economics Department provides an overview of how different consumer groups perceive smart irrigation technology and the best promotions to encourage smart irrigation adoption in home landscapes. It is designed for landscapers, irrigation specialists, and marketing professionals who work with and are interested in promoting smart irrigation technologies to end consumers. Firms can use the results to tailor marketing strategies to target relevant customer segments and create promotions to encourage homeowners to adopt water-saving irrigation technologies. http://edis.ifas.ufl.edu/fe1069

Useful to retail and landscape firms who are interested in encouraging FFL-related purchases and installations, this 3-page fact sheet written by Hayk Khachatryan, Alicia Rihn, and Caroline R. Warwick and published by the UF/IFAS Food and Resource Economics Department is an overview of how both DIY homeowners and those who hire professional landscaping service providers perceive the value of residential landscapes and the best methods to encourage them to purchase or install FFL. https://edis.ifas.ufl.edu/fe1063

This paper examines the impact of intrinsic consumer attributes on decision consistency in houseplant purchasing intentions. Subjects reported their likelihood to buy (LTB) for themselves and as a gift at perceived bargain and getting expensive price levels. The sample was analyzed according to those who switched their LTB ratings to relatively lower values versus subjects who did not by using their demographic characteristics and responses to plant buying behavior questions. Secondly, subjects who had high initial purchase intents were analyzed versus those who had low initial purchase intents. The results indicate that inconsistent purchase decisions are more likely to occur at the perceived getting expensive price level than the perceived bargain price points. Additionally, there are very few demographic differences among the plant buyers who are consistent with their purchase intent versus inconsistent, indicating that external environmental cues may have more of an influence on purchase consistency than intrinsic cues. This information can be utilized by greenhouse and retail firms to understand when a consumer is less likely to change their plant purchase decision with a high initial intent. These price points can help firms optimize their current price offerings within the market and create dialogues with partnering box stores.

Home lawn fertilizer use throughout the United States is coming under increased scrutiny due to potential negative environmental impacts. A better understanding of how consumer perceptions and socio-demographics impact their choices of types of lawn fertilizers can aid industry stakeholders when marketing products. This research uses a nationwide survey to evaluate factors that impact respondents’ choice of lawn fertilizer brands. Respondents with home lawns selected the lawn fertilizer brands they purchased the most frequently and rated the importance of various fertilizer attributes (e.g., nitrogen–phosphorus–potassium ratio, brand, price, etc.) when selecting lawn fertilizers. Given many lawn fertilizer brands share commonalities, respondents’ answers were grouped into five categories: most popular brand, primarily turf brands, sustainable/organic brands, other brands, and “I don’t remember the brand.” The most popular brand of fertilizer was chosen by 69% of respondents, with the primarily turf brands and other fertilizers being chosen by 25% and 23% of respondents, respectively. This study finds that brand selection is impacted by important fertilizer features, frequented retail outlets, geographical region of residence, and demographic variables. For example, brand importance and purchasing from mass merchandisers or wholesale clubs increased respondents’ selection likelihood of the most popular brand by 6.9% and 20.5% points, respectively. Marketing implications are discussed.

The United States is the second largest producer of strawberries after China, and Florida, along with California, accounts for about 98% of the total US production. In recent years, the US strawberry industry has become increasingly concerned with competition from Mexico. This 3-page fact sheet written by Zhengfei Guan, Dong Hee Suy, Hayk Khachatryan, and Feng Wu and published by the UF/IFAS Food and Resource Economics Department describes the impact of imported strawberries on the Florida strawberry industry and explains how the industry can adapt to meet the challenge. http://edis.ifas.ufl.edu/fe1022

"The characteristics and economic contributions of the environmental horticulture industry in Florida in 2015 were evaluated through mail and internet surveys of industry firms conducted in 2016."

Neonicotinoid (neonic) pesticides have been facing intense scrutiny because of their potential role in pollinator insect population declines. Research has shown that insecticide use in general has resulted in $284 million per year in damages to honeybee and pollinator services in the United States. This is especially worrying because food supply would fail to meet increasing global food demand without pollinator insects. Consumer awareness of neonic pesticides increases the purchase likelihood for plants that are labeled “neonic-free,” and, as consumer awareness of neonics increases, demand for plants may decrease if there is limited availability of neonic-free options. This 5-page fact sheet written by Hayk Khachatryan and Alicia Rihn and published by the Food and Resource Economics Department explains the practical implications for growers, retailers, and policy makers and describes how these stakeholders can benefit from increased awareness of this important new market niche.­edis.ifas.ufl.edu/fe1008

A second-price auction with eye movement recordings was used to investigate consumer preferences for labels disclosing the presence and absence of specific types of insecticides and to explore the relationship between visual attention and consumer purchasing behaviors. Findings contribute to the literature in the following ways. First, visual attention pattern was endogenously determined by personal knowledge and pollinator conservation activities. Less knowledgeable or less engaged participants fixated more and for longer durations on the product as a whole rather than other information. Secondly, the first and last gaze cascade effect was confirmed by identifying a significant negative impact of participants’ first and last gaze visits on neonicotinoid labels on their bid values. Third, new evidence was added to the existing literature that the link between visual attention and consumer valuation and preference may be weak. Our results suggest that visual attention could provide useful information toward understanding participants’ bidding behaviors; however, evidence indicates that visual attention measures may not be directly linked with decision making.

Extension professionals can benefit from knowing the value of a program’s outcomes compared to how much it costs. One way to estimate a program’s value relative to cost is through a series of calculations, known as Return on Investment (ROI). This 4-page fact sheet describes ROI and how Extension professionals can use it in their programming. Written by Amanda D. Ali, Laura A. Warner, and Hayk Khachatryan, and published by the Department of Agricultural Education and Communication, December 2016. AEC608/WC270: Estimating Return on Investment (ROI) for a Behavior Change: An Evaluation Tool for Extension Programs (ufl.edu)

Water pollution and drought in the United States have made water scarcity a widespread concern. Currently, residential consumers account for most urban water use, and meaningful programs that lead to water conservation rely on a comprehensive understanding of how consumers use water inside and outside their homes. This 5-page fact sheet outlines University of Florida researchers’ assessments of current US household indoor and outdoor water use to assist policy makers and researchers with creating incentives for homeowners to conserve water. Written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes, and published by the Department of Food and Resource Economics, September 2016. FE996/FE996: Household Water Usage and Irrigation Practices (ufl.edu)

Population declines among bees, butterflies, and other pollinator insects are very worrying because 70% of the world’s food crop production depends upon these tiny insect workers. Fortunately, ninety million US households have yards, landscapes, or gardens that can enhance pollinator habitat and health. Consumers’ actions can drastically impact pollinator insects and even help them to recover. This 5-page fact sheet describes a new UF/IFAS study of consumers’ actions and perceptions as they considered ornamental plants that benefit pollinators. It covers consumers’ current actions to aid pollinators, their interest in purchasing plants to help pollinators, and their perceptions about plant availability, and it describes strategies for merchants and producers to cater to consumer preferences for in-store communications/promotions and help them to find and purchase plants that aid pollinator insects. Written by Hayk Khachatryan and Alicia Rihn, and published by the UF Department of Food and Resource Economics, October 2016. FE997/FE997: Are consumers interested in ornamental plants that benefit pollinator insects? (ufl.edu)

Certain attributes of ornamental landscape plants make them more attractive to consumers. This 5-page fact sheet assesses the impacts of price, plant type, pollinator friendliness, production methods, and origin attributes on consumers’ purchasing likelihood for ornamental landscape plants. Recommendations for green industry stakeholders are also provided. Written by Hayk Khachatryan and Alicia Rihn, and published by the UF Department of Food and Resource Economics, October 2016. FE1000/FE1000: Florida Consumer Preferences for Ornamental Landscape Plants (ufl.edu)

Nurseries are a vital part of the citrus industry in Florida, providing growers with trees for replanting and expanding citrus groves. As part of the response to citrus greening and canker disease in the industry, nursery-aimed regulations were set in place to try to guarantee the production of trees “free of virus or other graft transmittable diseases” in plant nurseries. The new regulations resulted in an important shift for producers from traditional open field groves to greenhouses. This 5-page fact sheet describes an experiment performed at the UF/IFAS Mid-Florida REC in Apopka to test the profitability of different inputs in citrus-producing greenhouse nurseries and provides recommendations that will be useful for the whole citrus-tree-producing sector. Written by Carlos Solis, Hayk Khachatryan, and Richard Beeson, and published by the Food and Resource Economics Department, October 2016. FE999/FE999: Profitability of Citrus Tree Greenhouse Production Systems in Florida (ufl.edu)

Consumer demand for indoor foliage plants is decreasing. One strategy to counter decreasing demand is to align products with consumer needs. To explore this strategy, this 4-page fact sheet examines purchasing barriers for indoor foliage plants so that breeders, growers, suppliers, and retailers may develop and promote products to overcome those barriers. This paper also investigates the potential of using novel plant attributes that are not readily apparent in retail outlets to generate consumer interest in indoor foliage plants. Written by Hayk Khachatryan and Alicia Rihn, and published by the Department of Food and Resource Economics, September 2016. FE994/FE994: Florida Consumer Preferences for Indoor Foliage Plant Attributes (ufl.edu)

Pollinator insects are essential to world food crop production, the economy, and the environment. Neonicotinoid (neonic) insecticides are facing intense backlash from environmental groups because the systemic protection they provide throughout the plant, including the pollen and nectar, may be injuring pollinator insects and causing their population decline. But many nursery and greenhouse growers use neonic-based pesticide control measures because they are effective, inexpensive, and cause less environmental damage than other insecticides. The increased publicity may influence consumer demand and preferences but very few studies have investigated consumer responses to neonic-free labels, and evidence suggests that many consumers have little knowledge or awareness of the issue. This 3-page fact sheet describes the results of a study investigating how consumers’ awareness of neonic insecticides influenced their preferences and purchasing behavior for plants and explores the marketing potential of using alternate pollinator promotions (besides neonic-free) in garden center retail outlets. Written by Hayk Khachatryan and Alicia Rihn, and published by the Food and Resource Economics Department, March 2016.

Widespread urbanization in the United States has increased the number of lawns. A healthy lawn provides many benefits, including urban heat dissipation, water quality protection, erosion control, carbon sequestration, community safety, aesthetics, and property value growth. Many homeowners maintain their healthy lawns by applying fertilizers throughout the growing season, but excess fertilizer runoff and leaching have received much attention recently because of waterway pollution and algae blooms, leading many states to place restrictions on what chemicals can be used in lawn fertilizers. Consumers’ increased environmental awareness creates a niche opportunity for the fertilizer industry to promote environmentally friendly lawn fertilizers, but in order to effectively exploit it, industry stakeholders must understand consumer purchasing behavior before expending labor, time, and money creating products for sale. The following 3-page report covers research methodology and the existing brand awareness and selection of consumers in the lawn fertilizer industry. It also discusses homeowners’ preferences for certain fertilizer attributes. Consumer awareness, selection, and attribute preferences indicate existing behavior, and understanding existing behavior assists in the development of effective marketing programs, promotional strategies, and policies. Written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes, and published by the Food and Resource Economics Department, March 2016.

This 4-page report from the Food and Resource Economics Department and the UF/IFAS Mid-Florida Research and Education Center compares the effects of plant type, price, production method, and origin attributes on consumer preferences for fruit-producing plants. Authors Hayk Khachatryan and Alicia Rihn present the results of a survey of Florida plant consumers conducted in June and July of 2014 to rate their likelihood of purchasing plants with various attributes, reporting that production methods do indeed directly influence consumers’ preferences for fruit-producing plants. The article describes the implications for the environmental horticulture industry and provides suggestions for growers and retailers to more effectively market their plants.

Consumer preferences for home lawn fertilizers are not always informed and do not always align with best practices. Understanding the disconnect will help turf industry educators better address consumers’ misperceptions about fertilizers, and help industry stakeholders design more appealing products and educate consumers effectively as they promote them. Knowing consumer preferences greatly reduces stakeholders’ risks and improves efficiency in determining future product and promotional strategies. This 4-page report discusses the findings of a 2013 survey of 1,066 US homeowners about their preferences and willingness-to-pay for various lawn fertilizer attributes. Written by Hayk Khachatryan, Alicia Rihn, and Michael Dukes, and published by the Food and Resource Economics Department, November 2015. FE975/FE975: US Consumer Preferences for Home Lawn Fertilizers (ufl.edu)