Bridget K. Behe Ph.D.

Bridget Behe
Telephone: (517) 353-0346

Department of Horticulture


1066 Bogue St, Room A238
East Lansing, MI 48824

Area of Expertise:

Marketing of horticultural crops, both edible and ornamental



Quick links: Education   Teaching   Publications    Extension    Research

Dr. Behe joined Michigan State in 1997 after working for eight years as an Assistant Professor then Associate Professor on the faculty at Auburn University in Alabama. She earned her Ph.D. from Penn State after earning an M.S. from The Ohio State University. Before that, she earned simultaneous B.S. degrees, one in horticulture and one in agricultural education, from Penn State University. Bridget is also a Certified Florist.


Professor Behe has a 40% teaching appointment and teaches two classes: HRT 407 (Horticulture Marketing) every other fall semester (odd years) and HRT 404 (Horticulture Management) every spring semester. She chairs the Department's Scholarship Committee.


Dr. Behe has a 40% research appointment at Michigan State. She investigates the consumer perspective of the horticulture industry for crops both edible and ornamental. Bridget has conducted studies and published results on the value of bee-friendly pest management strategies, branded transplants, sustainable/local/organic products, the perceived value of good landscaping, the market for a hypothetical blue geranium, helped to develop a market for fresh tart cherries and packaged, fresh asparagus, and contributed to the understanding of how age and ethnicity influence American gardening purchases and participation. Most exciting is her recent collaborative work with eye-tracking glasses to better understand what consumers see and what they ignore in ads, displays, and the shopping experience.


Bridget gives talks to state, regional, and national businesses and associations involved in many aspects of horticulture, helping to better their marketing and management practices to improve profitability and sustainability. She has a new (2018) website for business professionals interested in research-based information on horticulture marketing. The website features her newly-launched 5-10 minute podcasts "Marketing Munchies" that can be accessed here (Connect-2-Consumer) or on a favorite podcast provider (with written transcripts of each episode). Her recent presentation handouts as well as peer-reviewed publications are also available on this website.


Selected Recent Refereed Publications

Huddleston, P.T., B.K. Behe, C. Driesener, and S. Minihan. 2018 (accepted) Inside-out: Using eye-tracking to investigate search-choice in the retail environment. J. Retailing and Consumer Services. 

Behe, B.K. and Jessica Fry. 2018 (in review). How do Plant Guarantees Reduce Consumer Risk Perceptions? J. Risk Research. 

Knuth, M., B. K. Behe, C. R. Hall, R. T. Fernandez, and P. T. Huddleston. 2018. Consumer Perceptions, Attitudes, and Purchase Behavior with Landscape Plants During Real and Perceived Drought Periods. HortScience 53(1):49-54,

Mundel, J.  B.K. Behe, P.T. Huddleston. 2018 (in press). An Eye Tracking Study of Minimally Branded Products: Hedonism and Branding as Predictors of Purchase Intention. J. of Product and Brand Management.

Khachatryan, H., A. Rihn, B. Behe, C. Hall, B. Campbell, J. Dennis, and C. Yue. 2018. Visual Attention, Buying Impulsiveness, and Consumer Behavior. Marketing Letters. DOI:10.1007/s11002-018-9446-9

Knuth, M., B.K. Behe, C.R. Hall, R.T. Fernandez, and P.T. Huddleston. 2018. Consumer Perceptions of Landscape Plant Production Water Sources and Uses in the Landscape During Perceived and Real Drought. HortTechnology 28(1):85-93.

Khachatryan, H., A. Rihn, B. Campbell, C. Yue, C. Hall, and B. Behe. 2017. How Do Consumer Perceptions of ‘Local’ Production Benefits Influence their Visual Attention to State Marketing Programs? Agribusiness DOI: 10.1002/agr.21547. 

Torres, A., S.S. Barton and B.K. Behe. 2017. Business and Marketing Practices of U.S. Landscape Firms. HortTechnology (6):884-892. 

Bradley, L.K., B.K. Behe, N.R. Bumgarner, C.D. Glen, J.L. Donaldson, E.M. Bauske, S. Dorn, and G. Langellotto. 2017. Assessing the Economic Contributions and Benefits of Consumer Horticulture. HortTechnology 27(5):591-598. 

Khachatryan, H., A. Rihn, B. Campbell, C. Yue, C. Hall, and B. Behe. 2017. Visual Attention to Eco-labels Predicts Consumer Preferences for Pollinator Friendly Plants. Sustainability 9, 1743; doi:10.3390/su9101743. 

Khachatryan, H., A.Rihn, B. Campbell, B. Behe, and C. Hall. 2017. How do Consumer Perceptions of “Local” Production Benefits Influence their visual Attention to State Marketing Programs? Agribusiness 1-17 DOI: 10.1002/agr.21547. 

Zhu, Z., B. Behe, P. Huddleston, and L. Sage. 2017. How do Pricing and the Representation of Price Affect Consumer Evaluation of Nursery Products? A Conjoint Analysis. International Food and Agribusiness Management Review. 20(4):477-491. DOI: 10.22434/IFAMR2017.0003 

Behe, B.K., P.T. Huddleston, C.R. Hall, H. Khachatryan, and B. Campbell. 2017. Do Real and Fictitious Plant Brands Differ in Brand Recognition, Awareness, Purchase Intention, and Visual Activity? HortScience 52(4):612-621. DOI 10.21273/HORTSCI11538-16. 

Rihn, A., H. Khachatryan, B. Campbell, C. Hall and B. Behe. 2016. Consumer Preferences for Organic Production Methods and Origin Promotions on Ornamental Plants: Evidence From Eye-tracking Experiments. Agricultural Economics, 47(6):599-608. 

Yue, C., B. Campbell, C. Hall, B. Behe, J. Dennis, and H. Khachatryan. 2016. Consumer Preference for Environment and Origin Attributes in Plants: Evidence from Experimental Auctions. Agribusiness: An International Journal, 32(2): 222-235. 

Campbell, B., C. Hall, B. Behe, H. Khachatryan, J. Dennis. 2016. Crunch the Can or Throw the Bottle? Effect of “Bottle Deposit Laws” and Municipal Recycling Programs. Resources, Conservation, and Recycling, 106(Jan):98-109. 

Palma, M.A., B.K. Behe, C.R. Hall, P.T. Huddleston, and T. Fernandez. 2016.  Tracking Position Premiums in Discrete Choice Experiments. J. Applied Economics. DOI: 10.1080/13504851.2016.1150941. 

Behe, B.K., P.T. Huddleston, and L. Sage. 2016. Age Cohort Influences Brand Recognition, Awareness, and Likelihood to Buy Vegetable and Herb Transplants. HortScience, 51(2):145-151. 

Perez, M., M.A. Palma, B.K. Behe, and C.R. Hall. 2016. Structural Breaks and Future Growth of the Green Industry. J. Environ. Hort., 34(1):52–55.

Khachatryan, Hayk, Chengyan Yue, Ben Campbell, Bridget Behe, and Charlie Hall.  2015.  The Effects of Consideration of Future and Immediate Consequences on Willingness to Pay Decisions for Environmentally Friendly Plant Attributes.  J. Environmental Horticulture. 32(2):64-70.

Rihn, A., Khachatryan, Hayk, Ben Campbell, Charlie Hall, and Bridget Behe. 2015. Consumer Response to Novel Indoor Foliage Plant Attributes: Evidence from a Conjoint Experiment and Gaze Analysis. HortScience 50(10):1524-1530.

Huddleston, P. T., B.K. Behe, S. Minahan, and R. T. Fernandez. 2015. Seeking Attention: An Eye-tracking Study of In-Store Displays. International Journal of Retail and Distribution Management. 43(6):561-574.

Yue, Chengyan, Ben Campbell, Charles Hall, Bridget Behe, Jennifer Dennis, and Hayk Khachatryan. 2015. Consumer preference for sustainable attributes in plants: evidence from experimental auctions. Agribusiness: An International Journal.  DOI: 10.1002/agr.21435

Campbell, B., B.K. Behe, H. Khachatryan, C. Hall, and J.H. Dennis.  2015.  Consumer Perceptions of Ecofriendly and Sustainable Terms.  Ag. and Resource Economics Review, 44(1):21-34.

Wollaeger, H.M., K.L. Getter, and B.K. Behe. 2015. Consumer Preferences for Traditional, Neonicotinoid-Free, Bee-Friendly, or Biological Control Pest Management Practices on Floriculture Crops. HortScience 50(5)721-732.

Behe, B.K., Mikyeung Bae, P. Huddleston, and Lynne Sage.  2015.  The Effect of Involvement on Visual Attention and Product Choice.  Journal of Retailing and Consumer Services. 24(May):10-21.

Behe, B.K., B. L. Campbell, C.R. Hall, H. Khachatryan, J.H. Dennis, R.T. Fernandez, P. Huddleston. 2014. Incorporating eye tracking technology and conjoint analysis to better understand the green industry consumer. HortScience. 49(12):1550-1557.

Rihn, A.L., C. Yue, C. Hall, and B.K. Behe. 2014. Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements. HortScience. 49(6):769-778.

Campbell, B., B.K. Behe, H. Khachatryan, C. Hall, and J.H. Dennis.  2014.  U.S. and Canadian Consumer Perception of Local and Organic.  Intl. Food and Agribusiness Management Rev. 17(2):1-20.

Getter, Kristin, Bridget Behe, David Connor, Phillip Howard.  2014.  Pasture-raised Milk:  The Market for a Differentiated Product.  Journal of Food Products Marketing, 20:2, 146-161.

Khachatryan, H., Campbell, B., B.K. Behe, C. Hall, and J.H. Dennis.  2014. The Effects of Individual Environmental Concerns on Willingness to Pay for Sustainable Plant Attributes.  HortScience. 49(1):69-75.




Tags: msu extension, rpt committee

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