July 2022 - 43

ECO-FRIENDLY
Preliminary results of the
survey revealed that consumers
were relatively confident that
plants advertised as attractive to
pollinators were, in fact, attractive
to pollinators.
Participants also indicated a
willingness to pay more for plants
grown without pesticides harmful
to pollinators. It is important
to note there was a significant
decrease in this premium price
if the pesticide toxicity had
dissipated by the time of purchase.
Survey participants also
indicated that an endorsement
was important - those plants
indicating a " multi-agency initiative
for protecting bees " was the most
trusted message concerning the
selection of plants attractive to
pollinators.
Implementing Findings
What can the industry learn
from this project? Best practices
do influence consumer confidence,
but consumers cannot know how
a plant is grown, nor its beneficial
attributes, unless they are provided
that information.
Using plant tags and labels
to communicate pollinator
attractiveness, growing practices
and third-party endorsements
has implications for consumer
purchasing behavior.
With the COVID-era increase
in plant enthusiasts, the green
industry is experiencing an influx
of savvier-than-ever consumers,
especially when it comes to
pollinator health. Implementing
science-based best practices for
pollinator health, understanding
pollinator interaction with plants
and knowing what information
resonates best with consumers
can help horticultural businesses
build trustworthy relationships and
protect pollinators. To learn more
about HRI and its funded research,
visit www.hriresearch.org.
Jennifer Gray is the administrator
for the Horticultural Research
Institute; Michael Martin, Ph.D.,
is its Science, Research, and
Regulatory Programs director.
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LGRMAG.COM | 43
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July 2022

Table of Contents for the Digital Edition of July 2022

July 2022 - 1
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