A Deep Dive: The Consumer Decision-making Process

Social media has become one of the most powerful tools in horticulture marketing. In this episode we'll discuss the ways social media has impacted communicating with consumers and how they respond.Resources for the episode:https://www.mdpi.com/2311-7524/4/4/32 https://jeh.kglmeridian.com/view/journals/jenh/42/2/article-p75.xml https://journals.ashs.org/view/journals/horttech/30/6/article-p642.xml?tab_body=pdfhttps://jeh.kglmeridian.com/view/journals/jenh/43/4/article-p220.xml https://www.hortica.com/learning-center/business-tips/houseplant-purchasing-preferences-study https://downloads.ctfassets.net/xgr7yhvqn20n/3vlq1v1A740Q247mdNMVB/d4bc7511502eca44857ecd9cc799c68c/Consumer_Houseplant_Purchasing_Report_2021_For_Public.pdf https://phytouniverse.com/social-media-impact-influencing-indoor-plant-trends-and-choices/

Ever heard of the term "plant parent" and thought "Where did this term come from?" In this episode, we dive into "plant parents" and the houseplant boom that arose in 2020!Episode Resources:-Campbell, B. L., Rihn, A. L., & Campbell, J. H. (2021). Impact of the coronavirus pandemic on plant purchasing in the southeastern United States. Agribusiness, 37(S1), 142–159.-Collins, A. (2025, April 18). How Millennials, Gen Z are lowering birth rates around the world. Newsweek.-Epley N, Akalis S, Waytz A, Cacioppo JT. (2008) Creating social connection through inferential reproduction: loneliness and perceived agency in gadgets, gods, and greyhounds. Psychol Sci.(2):114-20. doi: 10.1111/j.1467-9280.2008.02056.x. PMID: 18271858. -Hawkins, J. (2024, January 25). Breaking down the data: How has homeownership varied across generations? Berkeley Initiative for Young Americans. -Leppänen, S. (2026). Planting in the pandemic: surveillance on social media. Journal of Multilingual and Multicultural Development, 47(1), 58–73.-Montemorano, J. (2024, December 2). The rise of plant parenthood: How millennials are nurturing green companions. Rx Healthy Habits.-Pérez-Urrestarazu, L. Kaltsidi, M.P., et al., (2021) Particularities of having plants at home during the confinement due to the COVID-19 pandemic, Urban Forestry & Urban Greening,Volume 59,2021,126919,ISSN 1618-8667.- Stremmel, K. (2022). Houseplants boomed during the pandemic. Gen Z and millennials say the popularity is here to stay.-Snier, M. (2024, June 4). Top 10 most wanted rare houseplants. Thursd.-SWNS Digital. (2020). Why 7 in 10 millennials consider themselves “plant parents.” -Leppänen, S. (2026). Planting in the pandemic: surveillance on social media. Journal of Multilingual and Multicultural Development, 47(1), 58–73. -Pérez-Urrestarazu, L. Kaltsidi, M.P., et al., (2021) Particularities of having plants at home during the confinement due to the COVID-19 pandemic, Urban Forestry & Urban Greening,Volume 59,2021,126919,ISSN 1618-8667.- Stremmel, K. (2022). Houseplants boomed during the pandemic. Gen Z and millennials say the popularity is here to stay.-SWNS Digital. (2020). Why 7 in 10 millennials consider themselves “plant parents.”

Learn all about holiday shopping and the statistics behind it!Literature cited in episode:(forthcoming)

Within this episode, we go deeper into the consumer conscious (and unconscious!) mind from Episode 2. Expect to learn more about how we determine a decision.Literature cited in episode:(forthcoming)

Behe, B. K., Knuth, M. J., Huddleston, P. T., & Hall, C. R. (2020). Seeing red? The role of font color, size, and sale sign location in retail garden center displays. Journal of Environmental Horticulture, 38(4), 120-127.Behe, B. K., Campbell, B. L., Khachatryan, H., Hall, C. R., Dennis, J. H., Huddleston, P. T., & Fernandez, R. T. (2014). Incorporating eye tracking technology and conjoint analysis to better understand the green industry consumer. HortScience, 49(12), 1550-1557.Davis, T. (2020). The telling tag. Nursery Management. Retrieved from Nursery Management website: https://www.nurserymag.com/article/the-telling-tag-marketing-plant-labelsKleih, A. K., & Sparke, K. (2021). Visual marketing: The importance and consumer recognition of fruit brands in supermarket fruit displays. Food Quality and Preference, 93. Montague, C. D. (2024). The role of visual merchandising and consumer perception in gardening center retailing (Publication No. 3182100908) [Doctoral dissertation, North Carolina State University]. ProQuest Dissertations & Theses Global. Park, E. Y., & Jang, J. M. (2025). Psychological effects of horizontal price display: how left-right location shapes reference price and perceived quality. Frontiers in Psychology, 16.

Schwarzl, S., & Grabowska, M. (2015). Online marketing strategies: The future is here. Journal of International Studies, 8(2), 187-196. Ng Kok Wah, J., & Si, C. E. (2024). Exploring digital marketing for horticulture industry: Consumer behavior, cultural preferences and strategic differentiation in SDGs. Goldman, J. (2024). Global ad spending to hit $1 trillion milestone in 2024, says GroupM forecast. https://www.emarketer.com/content/global-ad-revenues-hit--1-trillion-milestone-2024--says-groupm-forecastCapital One. (2025). Online vs in-store shopping statistics. https://capitaloneshopping.com/research/online-vs-in-store-shopping-statistics/The HC Companies. (2018). Greenhouses and social media. https://hc-companies.com/greenhouses-and-social-media/

Scientific papers referenced:Hall, C., & Knuth, M. (2019). An update of the literature supporting the well-being benefits of plants: A review of the emotional and mental health benefits of plants. Journal of Environmental Horticulture, 37(1), 30-38.Hall, C. R., & Knuth, M. J. (2019). An update of the literature supporting the well-being benefits of plants: Part 2 physiological health benefits. Journal of Environmental Horticulture, 37(2), 63-73.Hall, C. R., & Knuth, M. J. (2019). An update of the literature supporting the well-being benefits of plants: Part 3-social benefits. Journal of Environmental Horticulture, 37(4), 136-142.Hall, C. R., & Knuth, M. J. (2020). An update of the literature supporting the well-being benefits of plants: Part 4–Available resources and usage of plant benefits information. Journal of Environmental Horticulture, 38(2), 68-72.

🎙️ Grow the Future Where horticulture research meets real-world impact.Welcome to Grow the Future, a podcast that bridges the gap between academic horticultural marketing research and the vibrant world of industry, outreach, and education.Each episode breaks down popular and emerging research articles in horticulture and floriculture and translates them into accessible, actionable insights for professionals, educators, and curious minds alike. Whether you're working in floriculture, fruit and vegetable production, or simply passionate about plants and education, this podcast is your companion in growing both knowledge and community.🌿 What makes this podcast different? We’re not just about science. We’re about communicating science. You’ll hear tips on how to translate high-level academic research into something meaningful for non-academic audiences.✨ Expect thoughtful content, fun moments, and a genuine passion for helping others grow the future in their businesses, greenhouses, or fields.So plug in, dig in, and let’s grow something great—together.