Source: UNIVERSITY OF FLORIDA submitted to NRP
SUSTAINABLE PRACTICES, ECONOMIC CONTRIBUTIONS, CONSUMER BEHAVIOR, AND LABOR MANAGEMENT IN THE U.S. ENVIRONMENTAL HORTICULTURE INDUSTRY
Sponsoring Institution
National Institute of Food and Agriculture
Project Status
COMPLETE
Funding Source
HATCH
Reporting Frequency
Annual
Accession No.
0225592
Grant No.
(N/A)
Cumulative Award Amt.
(N/A)
Proposal No.
(N/A)
Multistate No.
S-1051
Project Start Date
Oct 1, 2010
Project End Date
Sep 30, 2015
Grant Year
(N/A)
Program Code
[(N/A)]- (N/A)
Recipient Organization
UNIVERSITY OF FLORIDA
G022 MCCARTY HALL
GAINESVILLE,FL 32611
Performing Department
Mid-Florida Research and Education Center
Non Technical Summary
The U.S. environmental horticulture industry is one of the important sectors of the agricultural economy, with the wholesale value of nursery and floriculture crops reaching $18 billion (Jerardo, 2007). Alternatively known as the Green industry, it includes nursery and greenhouse producers, landscape service providers, horticultural product wholesalers/retailers, and various allied professionals. Nursery and floriculture (greenhouse) crops include a wide variety of ornamental plants for landscaping purposes such as trees, shrubs, ground covers, turfgrass, bulbs, and propagation stock, as well as plants used for interior or patio decoration such as cut flowers and greens, potted flowering plants, foliage plants, and bedding/garden plants. Economic impacts of the U.S. Green Industry in 2007, including indirect and induced impacts in other sectors of the economy, were estimated at $175.3 billion in output (or revenue), 1.95 million jobs, $107.2 billion in value added, and $53.2 billion in labor income (Hodges, Hall, and Palma, 2011). During the past two decades, the Green industry has been one of the fastest growing parts of the agricultural economy in the United States, due to robust demand for ornamentals plants and related services from commercial and residential development and increasing affluence. However, current trends and driving forces indicate that consumer demand is maturing. The severe economic recession of 2007-09 has placed considerable financial strain on these businesses. In order for Green industry firms to survive in the long run, managerial decision-making must be based on accurate and timely production and marketing information. In spite of the magnitude and growth in the industry, there is a lack of up-to-date and reliable information on the economic characteristics of the Green Industry. USDA-NASS conducts annual surveys of wholesale growers of floral and nursery crops in selected states, however, recent federal budget cutbacks have forced a drastic reduction in the number of states covered, to only 15. As a consequence, USDA-ERS has discontinued its annual Situation and Outlook reports on the nursery and greenhouse industry, with the result that stakeholders in many states with a significant industry presence are disenfranchised. The Census of Agriculture, conducted every five years, is comprehensive in scope, but lacks meaningful detail on nursery and greenhouse producers. The Census of Horticultural Specialties, conducted approximately every 10 years, as a supplement to the Census of Agriculture, provides considerable detail on specific products and market channels, but is too infrequent to be of use to most industry professionals. Work under this project will complement ongoing efforts of other organizations to provide current production and marketing research for the U.S. nursery and greenhouse industry, such as the USDA-ARS Floriculture and Nursery Crops Initiative, the USDA Federal/State Marketing Improvement Program, the Horticulture Research Institute, the American Floral Endowment, and the Specialty Crop Research Initiative.
Animal Health Component
50%
Research Effort Categories
Basic
50%
Applied
50%
Developmental
(N/A)
Classification

Knowledge Area (KA)Subject of Investigation (SOI)Field of Science (FOS)Percent
6032199301015%
6036110301010%
6042199301015%
6046110301010%
6072199301025%
6076110301025%
Knowledge Area
603 - Market Economics; 607 - Consumer Economics; 604 - Marketing and Distribution Practices;

Subject Of Investigation
6110 - Economy of the United States and sectors thereof; 2199 - Ornamentals and turf, general/other;

Field Of Science
3010 - Economics;
Goals / Objectives
Evaluate economic contributions of the green industry Evaluate consumer preferences for environmental plants and related horticultural products and their contribution to health and well being.
Project Methods
Primary market research data on the nursery and greenhouse sector will be gathered through a national survey of wholesale producers. Lists of nursery and greenhouse producers throughout the U.S. will be compiled from industry associations, extension professionals, and state phytosanitary regulatory agencies. Where possible, firms will be classified by size, with variables such as production acreage, employment or annual sales. A stratified sampling plan will be developed based on firm size, with greater sampling intensity for larger firms. A total of about 18,000 firms or roughly one-third of the population will be surveyed, depending upon budget constraints. Surveys will be conducted via mail, with at least two mailings, including survey forms, cover letters from the investigators and return envelopes. Primary survey information for nursery and greenhouse producers will be augmented with secondary sources such as the Economic Census for 2007, to evaluate the contributions of landscape services and marketing/trade sectors of the Green industry. Using these primary and secondary data sources, we will estimate the broad regional economic impacts of the Green industry, including estimates for producers (growers), service providers (landscape installation and maintenance), and marketing/trade sectors. Regional economic models for the Green industry will be developed for each state of the U.S. using the IMPLAN (Impact Analyses for Planning) Professional software and associated regional datasets (MIG, Inc.). In this input-output, Social Accounting Matrix (IO-SAM) framework, regional models account for commodity production, industry output, employment, income, transfer payments, taxes and capital investment, for over 500 industry sectors, resident households, and governments, in any county or multi-county region of the United States. Internet surveys will be conducted to investigate consumer preferences and demand for ornamental plants, using samples of representative households in U.S subcontracted from market research organizations. Questionnaires and informed consent protocols will be submitted to university Institutional Review Boards for approval prior to data collection. Data will be analyzed using appropriate econometric models and cluster analysis procedures to identify consumer segments. We will determine if plant purchase expenditures, attitudes about the environment, recycling behavior, and demographic characteristics play a role in segmentation and purchase behavior.

Progress 10/01/14 to 09/30/15

Outputs
Target Audience:The target audience reached includes the nursery and greenhouse producers, horticultural wholesalers and retailers, landscape service providers, horticultural industry associations, b) the University Extension agents, and c) the general public. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?The nursery, floriculture and landscaping industry stakeholders were informed of the results of this research through channels such as webinars, in-person presentations, industry outlook reports, and individual consulting. How have the results been disseminated to communities of interest?Outreach workshops were designed and delivered to increase nursery/greenhouse growers' and landscaping firms' knowledge of the economic outlook of the environmental horticulture industry, and factors influencing production, marketing, consolidation and competition in the industry. Other workshops focused on residential landscaping practices, preferences, and willingness-to-pay for eco-friendly lawn fertilizers in Florida, as well as smart irrigation technology adoption by homeowners in Florida and the effectiveness of conservation policies. What do you plan to do during the next reporting period to accomplish the goals?I will continue conducting research in the area of consumer economics and marketing, collecting and analyzing primary and secondary market data and disseminating results to the local and state stakeholders.

Impacts
What was accomplished under these goals? Educational materials based on the research and extension program were presented at 11 academic conference and 14 extension/industry workshops. Research reports were prepared and disseminated through the local industry associations and trade shows, leading to 9 peer-reviewed extension publications, 7 non-refereed industry articles and 4 project reports. Outreach workshops were designed and delivered to increase nursery/greenhouse growers' and landscaping firms' knowledge of the economic outlook of the environmental horticulture industry, and factors influencing production, marketing, consolidation and competition in the industry. Other workshops focused on residential landscaping practices, preferences, and willingness-to-pay for eco-friendly lawn fertilizers in Florida, as well as smart irrigation technology adoption by homeowners in Florida and the effectiveness of conservation policies. Conducted a nationwide consumer survey to investigate the effects of personal health and well-being information and environmental and economic benefits related information on consumer preferences for ornamental plants, past and expected expenditures on ornamental plants, and main factors affecting consumers plant selection and shopping outlet choice.

Publications

  • Type: Journal Articles Status: Accepted Year Published: 2016 Citation: 1. Hee Suh, D., H. Khachatryan, and Z. Guan. Why Do We Adopt Environmentally-Friendly Fertilization? Evidence from Perceptions and Practices of Do-It-Yourself (DIY) Consumers. Applied Economics.
  • Type: Journal Articles Status: Accepted Year Published: 2015 Citation: 2. Hodges, A., C. Hall, M. Palma, and H. Khachatryan. Economic Contributions of the Green Industry in the United States in 2013. HortTechnology.
  • Type: Journal Articles Status: Published Year Published: 2016 Citation: 3. Campbell, B., H. Khachatryan, C. Hall, B. Behe, and J. Dennis. Crunch the Can or Throw the Bottle? Effect of Bottle Deposit Laws and Municipal Recycling Programs. 2016. Resources, Conservation and Recycling, 106, 98-109.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: 4. Hodges, A., H. Khachatryan, M.A. Palma, and C.R. Hall. Production and Marketing Practices and Trade Flows in the United States Green Industry in 2013. 2015. Journal of Environmental Horticulture, 33(3), 125-136.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: 5. Khachatryan, H., and A. Rihn. 2015. Using Innovative Biometric Measurements in Consumer Decision Making Research. Science to Business (S2B): Research and Innovations, ISSN: 2424-3469, 1(2), 107-125.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: 6. Rihn, A., H. Khachatryan, B. Campbell, C. Hall, and B. Behe. 2015. Consumer Response to Novel Indoor Foliage Plant Attributes: Evidence from a Rating-based Conjoint Experiment and Gaze Analysis. HortScience, 50(10), 1524-1530.
  • Type: Journal Articles Status: Accepted Year Published: 2015 Citation: 7. Yue, C., B. Campbell, C. Hall, B. Behe, J. Dennis, and H. Khachatryan. 2015. Consumer Preference for Environment and Origin Attributes in Plants: Evidence from Experimental Auctions. Agribusiness: An International Journal (Accepted).
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: 8. Campbell, B., H. Khachatryan, B. Behe, C. Hall, C. Yue, and J. Dennis. 2015. Consumer Perceptions and Misperceptions of Ecofriendly and Sustainable Terms. Agricultural and Resource Economics Review, 44(1), 21-34.
  • Type: Other Status: Published Year Published: 2015 Citation: 9. Hodges, A., H. Khachatryan, C. Hall, and M. Palma. 2015. Production and Marketing Practices and Trade Flows in the United States Green Industry, 2013. Southern Cooperative Bulletin Series #420, ISBN: 1-58161-420-9.
  • Type: Other Status: Published Year Published: 2015 Citation: 10. Hodges, A.W., H. Khachatryan, C.R. Hall, and M.A. Palma. Benchmarking Your Business: Take Aim. Cover Story, Nursery Management Magazine, April Issue, 2015.
  • Type: Other Status: Published Year Published: 2015 Citation: 11. Hodges, A., C. Hall, M. Palma, and H. Khachatryan. 2015. Update on The State of the Green Industry: 2014 National Nursery Survey Results. Proceedings of the 60th Annual Southern Nursery Association (SNA) Research Conference.
  • Type: Other Status: Published Year Published: 2015 Citation: 12. Khachatryan, H., A, Rihn, C. Hall, B. Behe, and B. Campbell. 2015. The Effects of Pollinator Friendly Plant Labels on Consumers Visual Attention and Purchase Preferences. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.


Progress 10/01/10 to 09/30/15

Outputs
Target Audience:The target audience reached includes the nursery and greenhouse producers, horticultural wholesalers and retailers, landscape service providers, horticultural industry associations, b) the University Extension agents, and c) the general public. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided?The nursery, floriculture and landscaping industry stakeholders were informed of the results of this research through channels such as webinars, in-person presentations, industry outlook reports, and individual consulting. How have the results been disseminated to communities of interest?The accomplishments are presented in the form of external funding, publication of trade magazine and newsletter articles, publication of Electronic Data Information Source (EDIS) reports, and dissemination of information to the industry stakeholders through the network of county extension personnel, workshops, field days, webinars, in-service training, and individual face-to-face consulting. To date, the program has generated 54 local, state and regional educational presentations, 7 trade magazine and newsletter articles, 10 EDIS publications, 5 webinar presentations, and a website dedicated to hosting and disseminating information on a variety of topics related to the economics of the environmental horticulture industry and urban landscaping policies. What do you plan to do during the next reporting period to accomplish the goals?I will continue conducting research in the area of consumer economics and marketing, collecting and analyzing primary and secondary market data and disseminating results to the local and state stakeholders.

Impacts
What was accomplished under these goals? Educational materials based on the research and extension program were presented at over 30 academic conference and over 40 extension/industry workshops. Research reports were prepared and disseminated through the local industry associations and trade shows, leading to 14 peer-reviewed journal publications, 12 peer-reviewed extension publications, 7 non-refereed industry articles and 4 project reports. Outreach workshops were designed and delivered to increase nursery/greenhouse growers' and landscaping firms' knowledge of the economic outlook of the environmental horticulture industry, and factors influencing production, marketing, consolidation and competition in the industry. Other workshops focused on residential landscaping practices, preferences, and willingness-to-pay for eco-friendly lawn fertilizers in Florida, as well as smart irrigation technology adoption by homeowners in Florida and the effectiveness of conservation policies.

Publications

  • Type: Journal Articles Status: Published Year Published: 2013 Citation: Khachatryan, H., and A. Hodges. Florida Nursery Crops and Landscaping Industry Economic Outlook. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida
  • Type: Journal Articles Status: Published Year Published: 2013 Citation: Khachatryan, H., Palma, M., C. Hall, B. Campbell, B. Behe, and S. Barton. Relating Promotions Expenditures to Sales: The Case of the US Green Industry. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida
  • Type: Journal Articles Status: Published Year Published: 2013 Citation: Khachatryan, H., and H.J. Choi. Factors Affecting Consumer Preferences and Demand for Ornamental Plants. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida
  • Type: Journal Articles Status: Published Year Published: 2013 Citation: " Khachatryan, H., A. Hodges, M. Rahmani, and T. Stevens. 2013. Investigation of Economic Impacts of Floridas Highway Beautification Program. Research report for Florida Department of Transportation. Mid-Florida Research and Education Center, and Food and Resource Economics Department.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2012 Citation: Khachatryan, H., and A. Hodges. Florida Nursery Crops and Landscaping Industry Economic Outlook. Agricultural Commodity and Policy Outlook Conference, Food and Resource Economics Department, University of Florida, Gainesville, FL, November, 2012.
  • Type: Other Status: Other Year Published: 2013 Citation: Xu, W., and H. Khachatryan. The Impact of Integrated Pest Management Practices on U.S. Nursery Industry Annual Sales Revenue: An Application of Smooth Transition Spatial Autoregressive Models. Southern Agricultural Economics Association Meetings, Orlando, FL, February, 2013.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., A. Hodges, M. Rahmani, and T. Stevens. 2014. Investigation of Economic Impacts of Floridas Highway Beautification Program. Prepared for Florida Department of Transportation. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., and A. Hodges. 2014. Floriculture Crops Economic Outlook for 2014. Prepared for Agricultural Commodity and Policy Outlook Conference. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center, University of Florida.
  • Type: Other Status: Other Year Published: 2014 Citation: Khachatryan, H., Zhou, G., and M. Dukes. 2014. Homeowners Preferences for Lawn Fertilizers in Florida. Prepared for the Center for Landscape Conservation and Ecology. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Other Status: Other Year Published: 2014 Citation: Khachatryan, H., and A. Rihn. 2014. Plant Consumer Perceptions of the Fresh from Florida Campaign. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Journal Articles Status: Other Year Published: 2014 Citation: Khachatryan, H., and A. Hodges. (2014). U.S. Nursery and Floriculture Crops Outlook. Turf News, (Jan-Feb), 52-53.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., B. Campbell, C. Hall, B. Behe, C. Yue, and J. Dennis. (2014). The Effects of Individual Environmental Concerns and Willingness to Pay for Sustainable Plant Attributes. HortScience, 49(1), 69-75.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Campbell, B., H. Khachatryan, B. Behe, J. Dennis, and C. Hall. (2014). U.S. and Canadian Perceptions of Local and Organic Terminology. International Food & Agribusiness Management Review, 17(2), 21-40.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., C. Yue, B. Campbell, B. Behe, C. Hall, and J. Dennis. 2014. The Effects of the Consideration of Future and Immediate Consequences on Willingness to Pay Decisions for Plant Attributes. Journal of Environmental Horticulture, 32(2), 64-70.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Behe, B.K., B.L. Campbell, H. Khachatryan, C. Hall, J. Dennis, P.T. Huddleston, and R.T. Fernandez. 2014. Incorporating Eye Tracking Technology and Conjoint Analysis to Better Understand the Green Industry Consumer. HortScience
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Khachatryan, H., A, Rihn, C. Hall, B. Behe, and B. Campbell. 2015. The Effects of Pollinator Friendly Plant Labels on Consumers Visual Attention and Purchase Preferences. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2015 Citation: Hodges, A., C. Hall, M. Palma, and H. Khachatryan. 2015. Update on The State of the Green Industry: 2014 National Nursery Survey Results. Proceedings of the 60th Annual Southern Nursery Association (SNA) Research Conference.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Hodges, A.W., H. Khachatryan, C.R. Hall, and M.A. Palma. Benchmarking Your Business: Take Aim. Cover Story, Nursery Management Magazine, April Issue, 2015.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Hodges, A., H. Khachatryan, C. Hall, and M. Palma. 2015. Production and Marketing Practices and Trade Flows in the United States Green Industry, 2013. Southern Cooperative Bulletin Series #420, ISBN: 1-58161-420-9.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Campbell, B., H. Khachatryan, B. Behe, C. Hall, C. Yue, and J. Dennis. 2015. Consumer Perceptions and Misperceptions of Ecofriendly and Sustainable Terms. Agricultural and Resource Economics Review, 44(1), 21-34.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Yue, C., B. Campbell, C. Hall, B. Behe, J. Dennis, and H. Khachatryan. 2015. Consumer Preference for Environment and Origin Attributes in Plants: Evidence from Experimental Auctions. Agribusiness: An International Journal
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Rihn, A., H. Khachatryan, B. Campbell, C. Hall, and B. Behe. 2015. Consumer Response to Novel Indoor Foliage Plant Attributes: Evidence from a Rating-based Conjoint Experiment and Gaze Analysis. HortScience, 50(10), 1524-1530.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Khachatryan, H., and A. Rihn. 2015. Using Innovative Biometric Measurements in Consumer Decision Making Research. Science to Business (S2B): Research and Innovations, ISSN: 2424-3469, 1(2), 107-125.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Hodges, A., H. Khachatryan, M.A. Palma, and C.R. Hall. Production and Marketing Practices and Trade Flows in the United States Green Industry in 2013. 2015. Journal of Environmental Horticulture, 33(3), 125-136.
  • Type: Journal Articles Status: Published Year Published: 2016 Citation: Campbell, B., H. Khachatryan, C. Hall, B. Behe, and J. Dennis. Crunch the Can or Throw the Bottle? Effect of Bottle Deposit Laws and Municipal Recycling Programs. 2016. Resources, Conservation and Recycling, 106, 98-109.
  • Type: Journal Articles Status: Published Year Published: 2015 Citation: Hodges, A., C. Hall, M. Palma, and H. Khachatryan. Economic Contributions of the Green Industry in the United States in 2013. HortTechnology
  • Type: Journal Articles Status: Published Year Published: 2016 Citation: Hee Suh, D., H. Khachatryan, and Z. Guan. Why Do We Adopt Environmentally-Friendly Fertilization? Evidence from Perceptions and Practices of Do-It-Yourself (DIY) Consumers. Applied Economics


Progress 10/01/13 to 09/30/14

Outputs
Target Audience: The target audience reached includes the nursery and greenhouse producers, horticultural wholesalers and retailers, landscape service providers, horticultural industry associations, b) the University Extension agents, and c) the general public. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? Nothing Reported How have the results been disseminated to communities of interest? Yes What do you plan to do during the next reporting period to accomplish the goals? The plan is to continue generating practical information based on the research program, which then will be disseminated through conferences, workshops, and industry/trade shows.

Impacts
What was accomplished under these goals? Educational materials based on the research and extension program were presented at 16 academic conference and extension/industry workshops. Research reports were prepared and disseminated through the local industry associations and trade shows. IST workshops were designed and delivered to increase nursery/greenhouse growers’ and landscaping firms’ knowledge of the economic outlook of the environmental horticulture industry, and factors influencing production, marketing, consolidation and competition in the industry. Other IST workshops focused on residential landscaping practices, preferences, and willingness-to-pay for eco-friendly lawn fertilizers in Florida, as well as smart irrigation technology adoption by homeowners in Florida and the effectiveness of conservation policies. Webinars are innovative methods of educational materials delivery to various audiences. Recordings can be made available via program websites for further viewing. The economic outlook for nursery and landscape industries in Florida was presented to the industry stakeholders and county extension faculty through 5 webinars.

Publications

  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., B. Campbell, C. Hall, B. Behe, C. Yue, and J. Dennis. (2014). The Effects of Individual Environmental Concerns and Willingness to Pay for Sustainable Plant Attributes. HortScience, 49(1), 69-75.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Campbell, B., H. Khachatryan, B. Behe, J. Dennis, and C. Hall. (2014). U.S. and Canadian Perceptions of Local and Organic Terminology. International Food & Agribusiness Management Review, 17(2), 21-40.
  • Type: Journal Articles Status: Published Year Published: 2014 Citation: Khachatryan, H., C. Yue, B. Campbell, B. Behe, C. Hall, and J. Dennis. 2014. The Effects of the Consideration of Future and Immediate Consequences on Willingness to Pay Decisions for Plant Attributes. Journal of Environmental Horticulture, 32(2), 64-70.
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2015 Citation: 2. Behe, B.K., B.L. Campbell, H. Khachatryan, C. Hall, J. Dennis, P.T. Huddleston, and R.T. Fernandez. 2014. Incorporating Eye Tracking Technology and Conjoint Analysis to Better Understand the Green Industry Consumer. HortScience (Forthcoming).
  • Type: Journal Articles Status: Awaiting Publication Year Published: 2015 Citation: Campbell, B., H. Khachatryan, B. Behe, C. Hall, C. Yue, and J. Dennis. 2014. Consumer Perceptions and Misperceptions of Ecofriendly and Sustainable Terms. Agricultural and Resource Economics Review (Forthcoming).
  • Type: Other Status: Published Year Published: 2014 Citation: Khachatryan, H., and A. Hodges. (2014). U.S. Nursery and Floriculture Crops Outlook. Turf News, (Jan-Feb), 52-53.
  • Type: Other Status: Other Year Published: 2014 Citation: Khachatryan, H., and A. Rihn. 2014. Plant Consumer Perceptions of the Fresh from Florida Campaign. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Other Status: Other Year Published: 2014 Citation: 2. Khachatryan, H., Zhou, G., and M. Dukes. 2014. Homeowners Preferences for Lawn Fertilizers in Florida. Prepared for the Center for Landscape Conservation and Ecology. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.
  • Type: Other Status: Other Year Published: 2014 Citation: 3. Khachatryan, H., and A. Hodges. 2014. Floriculture Crops Economic Outlook for 2014. Prepared for Agricultural Commodity and Policy Outlook Conference. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center, University of Florida.
  • Type: Other Status: Other Year Published: 2014 Citation: 4. Khachatryan, H., A. Hodges, M. Rahmani, and T. Stevens. 2014. Investigation of Economic Impacts of Floridas Highway Beautification Program. Prepared for Florida Department of Transportation. Horticulture Economics and Marketing Research Program. Food and Resource Economics Department and Mid-Florida Research and Education Center. University of Florida.


Progress 10/01/12 to 09/30/13

Outputs
Target Audience: The target audience reached includes the nursery growers and landscaping industry representatives in Florida and nationwide, the Univeristiy of Florida-IFAS Extension faculty, and the general public. Changes/Problems: Nothing Reported What opportunities for training and professional development has the project provided? The nursery, floriculture and landscaping industry stakeholders were informed of the results of this research through channels such as webinars, in-person presentations, industry outlook reports, and individual consulting. How have the results been disseminated to communities of interest? The nursery, floriculture and landscaping industry stakeholders were informed of the results of this research through channels such as webinars, in-person presentations, industry outlook reports, and individual consulting. What do you plan to do during the next reporting period to accomplish the goals? I will continue conducting research in the area of consumer economics and marketing, collecting and analyzing primary and secondary market data and disseminating results to the local and state stakeholders.

Impacts
What was accomplished under these goals? Investigated the environmental horticulture industry outlook for Florida, and analyzed the effects of internal and external factors, such as the dynamic changes in regional housing markets, unemployment, local and foreign competition, threats/opportunities, on the economic viability of the Green industry in Florida. The study summarized the industry’s economic contributions, employment characteristics, and sales estimates. Estimated the economic feasibility of the Florida Department of Transportation (FDOT) highway beautification programs by analyzing project expenditures data using regional economic impact models. The study was commissioned by the FDOT to investigate the effectiveness of the highway beautification program, worth of up to $43 million each year. Examined the effects of green industry firms’ promotions and advertising efforts on sales, using a unique dataset collected from the U.S. nursery, floriculture crops growers and landscaping industry firms. Conducted a nationwide consumer survey to investigate the effects of personal health and well-being information and environmental and economic benefits related information on consumer preferences for ornamental plants, past and expected expenditures on ornamental plants, and main factors affecting consumers plant selection and shopping outlet choice. The results of this project, in the form of publications and presentations are continuously being used by the green industry representatives, policy-makers, and UF-IFAS academic personnel to better understand and disseminate information about the economic contributions of the environmental horticulture industry to the local and national agricultural sector. The impact of this research program is a gain in the green industry stakeholders’ knowledge, which leads to improved production, supply chain management, marketing and trade practices in the U.S. environmental horticulture industry. Findings from the economic impact study commissioned by the Florida Department of Transportation will assist the policy-makers with budget allocation decisions, which has important economic implications for the Florida nursery and greenhouse growers that supply materials to the highway beautification program.

Publications

  • Type: Other Status: Under Review Year Published: 2013 Citation: Khachatryan, H., and A. Hodges. Florida Nursery Crops and Landscaping Industry Economic Outlook. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida (in review).
  • Type: Other Status: Under Review Year Published: 2013 Citation: Khachatryan, H., Palma, M., C. Hall, B. Campbell, B. Behe, and S. Barton. Relating Promotions Expenditures to Sales: The Case of the US Green Industry. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida (in review).
  • Type: Other Status: Under Review Year Published: 2013 Citation: Khachatryan, H., and H.J. Choi. Factors Affecting Consumer Preferences and Demand for Ornamental Plants. Electronic Data Information Source (EDIS) Publications, Institute of Food and Agricultural Sciences, University of Florida (in review).
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Khachatryan, H. (2013). "Comparing the Effects of Environmental and Economic Benefits Related Information on Consumers' Preferences and Demand for Ornamental Plants." Proceedings, Florida State Horticultural Society.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Khachatryan, H., and A. Hodges. Florida Nursery Crops and Landscaping Industry Economic Outlook. Agricultural Commodity and Policy Outlook Conference, Food and Resource Economics Department, University of Florida, Gainesville, FL, November, 2012.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Xu, W., and H. Khachatryan. The Impact of Integrated Pest Management Practices on U.S. Nursery Industry Annual Sales Revenue: An Application of Smooth Transition Spatial Autoregressive Models. Southern Agricultural Economics Association Meetings, Orlando, FL, February, 2013.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Choi, H-J., and H. Khachatryan. Household Level Demand for Ornamental Plants with Stated Preference Data. Southern Agricultural Economics Association Meetings, Orlando, FL, February, 2013.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Khachatryan, H. Understanding Determinants of Consumers Choice Decision Making. Central Florida Green Team Meeting. Mid-Florida Research and Education Center, Apopka, FL, October, 2012.
  • Type: Conference Papers and Presentations Status: Other Year Published: 2013 Citation: Khachatryan, H. Environmental and Economic Incentives and Consumer Preferences for Ornamental Plants. Florida State Horticultural Society Annual Meeting, Sarasota, FL, June, 2013.
  • Type: Other Status: Other Year Published: 2013 Citation: Khachatryan, H., A. Hodges, M. Rahmani, and T. Stevens. 2013. Investigation of Economic Impacts of Floridas Highway Beautification Program. Research report for Florida Department of Transportation. Mid-Florida Research and Education Center, and Food and Resource Economics Department.
  • Type: Other Status: Under Review Year Published: 2013 Citation: Khachatryan, H., B. Campbell, B. Behe, C. Hall, and J. Dennis. Targeting Consumer Segments using Measures of Environmental Concern. Todays Garden Center Magazine.
  • Type: Other Status: Under Review Year Published: 2013 Citation: Campbell, B., H. Khachatryan, J. Dennis, C. Hall, and B. Behe. Perceptions Associated with Eco-friendly and Sustainable Labeling. Todays Garden Center Magazine.
  • Type: Other Status: Under Review Year Published: 2013 Citation: Hall, C., B. Behe, B. Campbell, H. Khachatryan, and J. Dennis. How Consumers use of Smartphone Technologies to Access Gardening Information. Todays Garden Center Magazine.
  • Type: Other Status: Under Review Year Published: 2013 Citation: Dennis, J., B. Campbell, H. Khachatryan, C. Hall, and B. Behe. Consumer Perceptions of Local and Organic. Todays Garden Center Magazine.


Progress 10/01/11 to 09/30/12

Outputs
OUTPUTS: 1) Results from a state-wide greenhouse/nursery industry survey were presented at a number of industry and academic meetings. The survey was conducted to study the economic contributions of the Florida environmental horticulture industry in 2010. 2) Second-price experimental auctions were conducted in the U.S. and Canada to collect data about consumer choice behavior in an experimental setting, which was designed to simulate a real-world shopping experience. 3) An online survey was conducted to better assess the market for horticultural products in the U.S. and Canada. We examined the perceptions and misperceptions of local and organic specifically focusing on differences between U.S. and Canadian consumers. 4) An online survey in the U.S. and Canada was conducted to collect data about consumers' preferences for local and sustainable plant production attributes. 5) An online survey was conducted to gather information about individuals' Internet searching behavior on product purchasing related to gardening products. 6) A nationwide internet survey was conducted to investigate the effects of plant benefits information on consumers' preferences and demand for ornamental plants (annual, perennial, and foliage). 7) A nationwide consumer survey was conducted to investigate the effects of environmental and economic benefits related information on consumers' willingness to purchase more plants. The effects on consumer preferences were compared by environmental and economic benefits related information, as well as among groups with different socio-demographic characteristics. 8) A nationwide consumer survey was conducted to investigate future demand for ornamental plants by exploring survey participants' expected expenditures on ornamental plants. 9) As part of a multidimensional study, a nationwide survey was conducted to study consumers' preferences for store types, such as chain store or local nursery, and the reasons for their store choices. Plant-specific factors that lead to consumers' plant purchase decisions were also investigated as part of this study. 10) A nationwide Internet survey was conducted to investigate consumers' previous expenditures on ornamental plants by different consumer groups (by demographic characteristics). Events 1) Khachatryan, H., C. Yue, B. Campbell, C. Hall, B. Behe, R. Lopez, J. Dennis. "The Effects of the Consideration of Future Consequences On Willingness to Pay Decisions for Plant Attributes." American Society for Horticultural Science (ASHS), Miami, FL, August, 2012. 2) Khachatryan, H. "The MREC Horticultural Economics Program: Investigating Consumers' Purchasing Behaviors." Mid-Florida Research and Education Center Field Day, Apopka, FL, May, 2012. 3) Hodges, A.W., T. Stevens, M. Rahmani, and H. Khachatryan. "Economic Impacts of Expanded Woody Biomass Utilization for Electric Power in Florida." 58th Annual North American Meetings of the Regional Science Association International (RSAI), Miami, FL, November, 2011. 4) Khachatryan, H. "Economic Contributions of the Florida Environmental Horticulture Industry in 2010: Preliminary Results." Mid-Florida Research and Education Center, Apopka, FL, October, 2011. PARTICIPANTS: Nothing significant to report during this reporting period. TARGET AUDIENCES: University of Florida IFAS county extension agents, Agricultural producers, Allied industry professionals, State agencies, General public PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
Change in knowledge. The University of Florida county extension agents and industry representatives learned about the economic contributions of the Florida environmental horticulture industry, including changes in employment, output, value added, and other measures of industry's economic and financial performance. The participants also learned about potential reasons for annual changes in the revenue generated from nursery/greenhouse, landscape services and retail industry sales. The University of Florida Extension personnel and Green industry representatives participating in The Landscape Show Knowledge College and Mid-Florida Research and Education Center Field Day learned about trends in future demand and consumer preferences about the products they grow/produce. Up-to-date information about consumers' willingness to pay premium price for environmentally friendly product attributes, such as compostable, recyclable, and plantable containers, and sustainable production methods such as water- and energy-saving was presented along with presentation handouts. The participants also learned about consumers' willingness to pay premium price for origin of production related attributes, such as locally produced vs. imported plants, as well as about the long-term economic impacts and implications of local food production.

Publications

  • Palma, M., C. Hall, B. Campbell, H. Khachatryan, B. Behe, and S. Barton. (2012) Measuring the Effects of Firm Promotion Expenditures on Green Industry Sales, Journal of Environmental Horticulture, (30(2), 83-88.
  • Khachatryan, H., C. Yue, B. Campbell, C. Hall, B. Behe, R. Lopez, J. Dennis. 2012. The Effects of the Consideration of Future Consequences On Willingness to Pay Decisions for Plant Attributes. Abstracts of Presentations, American Society for Horticultural Science, Miami, FL, August, 2012.