2018 ASHS Annual Conference
Market Trends in Sustainability: What Is New in the Horticultural Industry? *CEU Approved*
This workshop explores the issues related to sustainability in consumer horticulture. Presentations will feature an understanding of the issues surrounding various sustainable practices (aquaponics, recycling, sustainable irrigation systems, etc.) and consumer preferences for and attitudes toward sustainability.
Abstract: Consumer demand for sustainable products and business practices continues to rapidly rise. Many eco-consumers are profitable to companies that appeal to them with a record of environmentally friendly or sustainable production practices because eco-friendly products and practices can garner a higher price premium. Sustainable practices are being adopted by horticultural businesses such as using recycling water, aquaponics production system, sustainable irrigation systems, and etc., yet the communication of many products and practices is languishing. It is imperative to both study and communicate the market potential for eco-friendly products and practices. Consumers’ attitudes towards sustainably-produced products or production practices may vary significantly due to a wide variety of factors. This workshop will explore the market potential for these recent practices in sustainability and compare consumer attitudes and preferences across different fields and products. Specifically, consumer preferences and willingness to pay for produce grown in aquaponics production system are explored; homeowners’ preferences and willingness to pay for smart irrigation controllers are investigated; consumer acceptance of recycled water are assessed; and how information source affect consumer preferences for plants with environmental labeling are studied.
A discussion will follow each presentation. At the end of all the presentations, a more comprehensive group discussion will be facilitated to engage workshop participants, discuss what sustainability means for the horticultural industry, and explore future research ideas surrounding sustainability.