Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
2.4
3.1
Journals
Horticulturae
Special Issues
Advances in Horticultural Economics, Policy, Business Management and Marketing
share announcement

Advances in Horticultural Economics, Policy, Business Management and Marketing

A special issue of Horticulturae (ISSN 2311-7524). This special issue belongs to the section "Horticultural Economics, Policy, Business Management and Marketing".

Deadline for manuscript submissions: closed (15 June 2023) | Viewed by 10509

Special Issue Editor

Dr. Li-Chun Huang

E-Mail Website
Guest Editor
Department of Bio-Industry Communication and Development, National Taiwan University, Taipei 10617, Taiwan
Interests: integrated marketing communication in horticultural business; including consumer purchase behavior; the application of digital media in the marketing communication; and brand management

Special Issue Information

Dear Colleagues,

Horticulture is a science that combines production, marketing, business management, and social security. It contributes to multiple functions for people, including providing food for people to fight hunger, beautifying people’s living environment, and creating employment for people, which is important for the security of human society. However, there are severe crises related to the development of horticulture. For example, climate change has limited the amount of natural resources available for production and made production capacity more unpredictable for growers. This may increase production costs for growers in horticulture. Furthermore, the occurrence of COVID-19 brings additional crises to the horticulture industry, including the decrease in consumer demand, the shortage of labor, and the breakage of the supply chain. All those impose a negative chain effect on the horticultural industry, including production, supply chain operation, and marketing development.

The present Special Issue aims to gather outstanding cross-disciplinary research focusing on the development and/or innovation of economics, policy, business management and marketing in the contemporary horticulture industry in order to provide extremely valuable information to industry participants to strengthen their authority to face the crises in the field.

Dr. Li-Chun Huang
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Horticulturae is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2200 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • consumer behavior
  • consumer communication
  • economic/market development
  • horticultural business management
  • supply chain management
  • policy making
  • business model innovation
  • crisis/risk management

Published Papers (6 papers)

Download All Papers
Order results
Result details
Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:

Research

Jump to: Review

16 pages, 477 KiB  
Article
The Effect of Incentives on Facilitating User Engagement with Succulent Retailers’ Social Media Pages
by Li-Chun Huang
Horticulturae 2023, 9(8), 849; https://doi.org/10.3390/horticulturae9080849 - 25 Jul 2023
Viewed by 1245
Abstract
Social media are an important approach for florists to reach consumers, and many florists have set incentives to encourage users to engage with their social media pages. However, various subjects can serve as rewards, but what is more effective for encouraging users to [...] Read more.
Social media are an important approach for florists to reach consumers, and many florists have set incentives to encourage users to engage with their social media pages. However, various subjects can serve as rewards, but what is more effective for encouraging users to engage with the florists’ social media pages remains unknown. This study is intended to address this deficiency. The objectives of this study are as follows: (1) to explore the typology of the incentives used by succulent retailers to promote user engagement; (2) to compare the difference across various types of incentives in regard to the effect on promoting user engagement with succulent retailers’ social media pages. Data were gained from the succulent retailers’ empirical practices on their Facebook brand pages. As a result, 2602 Facebook posts were downloaded and analyzed via content analysis to explore the typology of the incentives applied by succulent retailers. The number of clicks on likes, comments, shares, and emojis by users was recorded as the index of user engagement with the post. The effect of various incentives on user engagement with the succulent retailers’ FB pages was analyzed via the statistical approach of MANOVA. The study results showed that the incentives applied by succulent retailers can be classified into three categories: economic incentives; social incentives; mixed incentives, which contain both economic and social values. The economic incentives included discounts, gifts, sweepstakes, and bidding, while social incentives included gratitude to customers, leaving a question mark, and inviting users to respond. The statistical results revealed that economic incentives are more likely to encourage users’ emotional engagement, while social incentives in the form of inviting users to react are more significant for encouraging users’ behavioral engagement in terms of leaving comments on posts. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
►▼ Show Figures

Figure 1

16 pages, 289 KiB  
Article
The Adoption of Low-Input Turfgrasses in the Midwestern US: The Case of Fine Fescues and Tall Fescue
by Sanchez Philocles, Ariana P. Torres, Aaron J. Patton and Eric Watkins
Horticulturae 2023, 9(5), 550; https://doi.org/10.3390/horticulturae9050550 - 03 May 2023
Cited by 2 | Viewed by 1165
Abstract
Fine fescues (Festuca spp.) and tall fescue (Schedonorus arundinaceus) are low-input turfgrass species that perform well under less water, pesticides, and fertilizers when compared to commonly cultivated species in the Midwestern US. There are numerous benefits in increasing the use [...] Read more.
Fine fescues (Festuca spp.) and tall fescue (Schedonorus arundinaceus) are low-input turfgrass species that perform well under less water, pesticides, and fertilizers when compared to commonly cultivated species in the Midwestern US. There are numerous benefits in increasing the use of low-input turfgrasses: lowering resource usage, reducing maintenance costs, improving the landscape aesthetic, and contributing to residents’ health and general wellbeing. However, increasing the market share of these grasses requires an understanding of what influences buyers to purchase these turfgrasses. These grasses are usually purchased by consumers as seed; however, sod is a preferred method of establishment for many professional end users. To better understand the economic potential of low-input turfgrass sod, we surveyed sod buyers (landscapers, golf courses, sports turf managers) who purchased sod in 2020 to investigate (1) the factors impacting them to purchase low-input turfgrasses, and (2) the factors influencing the quantity purchased of low-input turfgrasses. The results from our model showed that larger businesses are the most likely to purchase low-input turfgrasses, and, once they purchase them, they tend to acquire a larger amount than their smaller counterparts. Landscaping businesses were more likely to purchase low-input turfgrasses, and factors such as availability, distance, drought, and shade tolerance impacted the decision to purchase low-input turfgrasses. Finally, turfgrass density, the ability to purchase directly from the sod grower, and availability impacted the amount of turfgrasses that buyers purchased. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
18 pages, 2614 KiB  
Article
Enhancing Short-Term Berry Yield Prediction for Small Growers Using a Novel Hybrid Machine Learning Model
by Juan D. Borrero and Juan-Diego Borrero-Domínguez
Horticulturae 2023, 9(5), 549; https://doi.org/10.3390/horticulturae9050549 - 03 May 2023
Cited by 4 | Viewed by 1891
Abstract
This study presents a novel hybrid model that combines two different algorithms to increase the accuracy of short-term berry yield prediction using only previous yield data. The model integrates both autoregressive integrated moving average (ARIMA) with Kalman filter refinement and neural network techniques, [...] Read more.
This study presents a novel hybrid model that combines two different algorithms to increase the accuracy of short-term berry yield prediction using only previous yield data. The model integrates both autoregressive integrated moving average (ARIMA) with Kalman filter refinement and neural network techniques, specifically support vector regression (SVR), and nonlinear autoregressive (NAR) neural networks, to improve prediction accuracy by correcting the errors generated by the system. In order to enhance the prediction performance of the ARIMA model, an innovative method is introduced that reduces randomness and incorporates only observed variables and system errors into the state-space system. The results indicate that the proposed hybrid models exhibit greater accuracy in predicting weekly production, with a goodness-of-fit value above 0.95 and lower root mean square error (RMSE) and mean absolute error (MAE) values compared with non-hybrid models. The study highlights several implications, including the potential for small growers to use digital strategies that offer crop forecasts to increase sales and promote loyalty in relationships with large food retail chains. Additionally, accurate yield forecasting can help berry growers plan their production schedules and optimize resource use, leading to increased efficiency and profitability. The proposed model may serve as a valuable information source for European food retailers, enabling growers to form strategic alliances with their customers. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
►▼ Show Figures

Figure 1

11 pages, 5115 KiB  
Article
Online Survey of Consumer Preferences for Poinsettia Cultivars
by Benedict C. Posadas, Christine E. H. Coker, Caitlin Jackson, Patricia R. Knight, James M. DelPrince, Scott A. Langlois and Jenny B. Ryals
Horticulturae 2023, 9(4), 449; https://doi.org/10.3390/horticulturae9040449 - 31 Mar 2023
Viewed by 1529
Abstract
New introductions necessitate ongoing studies to keep producers updated about current trends. Consumer preference study results for poinsettia cultivars may interest breeders, wholesale producers, and retail consumers. An online consumer preference survey, conducted from 15 December 2020 to 19 January 2021, was posted [...] Read more.
New introductions necessitate ongoing studies to keep producers updated about current trends. Consumer preference study results for poinsettia cultivars may interest breeders, wholesale producers, and retail consumers. An online consumer preference survey, conducted from 15 December 2020 to 19 January 2021, was posted in the Qualtrics software platform. Email distribution lists and Facebook were both used to promote the online survey. The survey link was accompanied by a description introducing the project’s purpose and expressing gratitude for participation. Qualtrics automatically collected participants’ data. The survey was closed, and the data were collected on 19 January 2021 from 792 respondents. This study aimed to identify consumer preferences for traditional red, white, or pink poinsettia cultivars and novelty selections. The topmost preferred poinsettia cultivars are “Princettia Queen Pink”, “Winter Rose Dark Red”, “Ice Punch”, “Christmas Mouse”, “Princettia Pure White”, and “Princettia Hot Pink”. The color of poinsettia cultivars did not significantly affect the respondents’ willingness to pay. However, pot size substantially impacted their willingness to pay for poinsettias. Respondents were willing to pay USD 4.89, 8.13, 12.11, and 17.14 per pot for the 4-, 6-, 8-, and 10-inch potted poinsettias, respectively. Some of the socioeconomic characteristics of the respondents influenced their decisions on how much they were willing to pay for poinsettias. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
►▼ Show Figures

Figure 1

14 pages, 1558 KiB  
Article
Environmental and Health Factors as Organic Fruit Purchase Drivers and the Mediating Role of Price and Effort
by Gonzalo Llanos-Herrera, Alejandro Vega-Muñoz, Guido Salazar-Sepúlveda, Nicolás Contreras-Barraza and Miseldra Gil-Marín
Horticulturae 2022, 8(10), 955; https://doi.org/10.3390/horticulturae8100955 - 15 Oct 2022
Cited by 3 | Viewed by 1893
Abstract
This article analyzes the organic fruit consumption behavior associated with environmental and health care. The literature review focused on the relationship between attitudes and perceptions of health care through the organic food consumption, and on the other hand, the association between the organic [...] Read more.
This article analyzes the organic fruit consumption behavior associated with environmental and health care. The literature review focused on the relationship between attitudes and perceptions of health care through the organic food consumption, and on the other hand, the association between the organic products consumer behavior and environmental care. The methodology included a theoretical relationship model proposed, considering different constructs provided by previous literature to measure motivations, fears and attitudes associated with the intention to purchase organic fruit, once the methods that confirm their validity and reliability were applied to evaluate seven direct relationship hypotheses, three indirect relationship hypotheses and two moderation hypotheses. As result, nine hypotheses are supported, being health and environmental motivations drivers of the attitude towards organic fruit and the intention to purchase organic fruit, intention that is reinforced by the positive attitude towards these foods but is moderated by the perceived price and the purchase effort. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
►▼ Show Figures

Figure 1

Review

Jump to: Research

20 pages, 483 KiB  
Review
The Process of Creating a New Brand Name for a Fruit Variety: A Review and Suggested Improvements
by Jennifer Arthur and Masoumeh Bejaei
Horticulturae 2022, 8(11), 990; https://doi.org/10.3390/horticulturae8110990 - 25 Oct 2022
Viewed by 1962
Abstract
In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit [...] Read more.
In an effort to protect intellectual property beyond patent and plant breeders’ rights and as a marketing tool to increase and maintain sales, the creation and trademarking of brand names for fruit is growing and gaining importance in the fruit industry. New fruit varietals, especially from long-lived tree fruits and vines, take many years of research to develop and bring to market. Differentiating what is essentially a commodity product is difficult, especially given bulk sales and packaging limitations. A distinctive brand name can be a powerful method of differentiating a new fruit from its competitors. To the best of our knowledge there has not been any study examining the process of brand name creation for fruits. This English language literature review examines the brand name creation process overall. A step-by-step process is discussed and situated in the context of fruits. Research on the overall process is dated: We propose a new preliminary research step to improve the process and discuss the need for future research on the role of the Internet and social media in the naming process. An overview of trademark considerations is provided. Knowledge of this process will assist breeders and marketers with brand name creation whether achieved internally or through an external agency or combination thereof. Full article
(This article belongs to the Special Issue Advances in Horticultural Economics, Policy, Business Management and Marketing)
►▼ Show Figures

Figure 1

Show export options expand_more Show export options expand_less
Select all
Export citation of selected articles as:
 
Displaying articles 1-6
Back to TopTop