A quantitative approach to human issues in horticulture: Conjoint analysis

Abstract

Research on human issues in horticulture focuses on the human dimension of horticulture in an effort to maximize the benefits of plants and nature in general, for human well-being. A key issue is the need for scientific evidence of such benefits and for rigorous research methods to reveal the mechanics of the interaction between people and plants. Conjoint analysis, a methodology with obvious potential for successful application in the area of human issues in horticulture, is widely used in consumer research to estimate the structure of people's reactions to multi-attribute objects or services. This paper discusses the steps involved in implementing conjoint analysis and describes how it can be applied to people-plant research.