Benefits messaging boosts consumer plant purchasing
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A deeper understanding of the relationship between plant benefits, consumer perceptions, and demographic differences is important when shaping marketing strategies for communicating the benefits of plants. In the ornamental plant industry, plant benefits are numerous and diverse; however, their influence on consumer behavior and how that varies by age is not well understood. A new study expands upon the findings from a 2019 study by Hall and Knuth that summarized the research validating the diversity of plant benefits and identified three major plant benefit themes: emotional and mental health benefits, physiological or physical exercise benefits, and social benefits.