2013 ASHS Annual Conference

Objective(s):
To convey timely research information on consumer studies involving sustainability related to horticultural products, services, and experiences

Sustainability is a multidimensional yet ambiguous term with application to the horticulture industry and beyond.  A research team of North-American scientists collaborated to conduct a series of investigations about consumer perceptions, attitudes, and behaviors with regard to sustainability and horticulture.  The studies demonstrate how consumers in the U.S. and Canada define terms, perceive benefits, and offer willingness to pay information that is of value to producers, intermediates, and retailers of horticultural products, services, and experiences.  The goal of the workshop is to integrate the findings from these studies and present a holistic set of implications for academia and industry.