2017 ASHS Annual Conference

With rising concerns that plant sales are not as robust among Gen X and Gen Y consumers. Brands help to create the perception of added value while also differentiating products from competitors. We conducted an online survey in May 2014 to investigate the role of age cohort and brand recognition on the likely to buy (LTB) rating of two herb and two vegetable transplants. About equal numbers from three age cohorts (Boomers, Gen X, and Gen Y) were represented in the sample of 566 plant purchasers. We observed that more Boomers had seen (recognized) Brand P, whereas more Gen X and Gen Y participants had seen Brand L. Subjects who had seen the plant brands before the study had a higher mean LTB rating for branded plants compared with those who had not seen the plant brands before the study. Furthermore, both Gen X and Gen Y were more LTB branded plants compared with Boomers.