Evolving Consumption Trends, Marketing Strategies, and Governance Settings in Ornamental Horticulture: A Grey Literature Review

Abstract

Ornamentals are the most diversified products and fast-changing industry of horticulture. A new flower and ornamental plant market scenario is developing: remarkable opportunities are emerging, but more efforts are required by both public and private stakeholders to seize them and assure a high-value positioning. Our paper aims at filling the gap in the availability of integrated data sources and structured theoretically sound studies on new consumption trends, marketing strategies, and governance settings. Specific objectives are: identifying an innovative ornamental horticulture market data framework; evidencing evolving dynamics of competition in Europe and necessary adaptions of public and private action; defining a new action-research agenda, capable of stimulating the interest of businesses, researchers, and institutions. In terms of methodology, we carry out an innovative integrative review analysis of the wide and most reliable grey literature and statistics, using a comprehensive approach. Results show the emerging consumption dynamics and high-value consumer profiles characterizing the European market, expected to significantly expand and transform, according to the impact of globalization, climate change, urbanization, digitalization, and the affirmation of neo-luxury and sustainability-oriented consumption patterns. The evolution of marketing strategies and governance settings is also highlighted, together with the necessity of developing and integrating public and private initiatives for realizing high-value sustainable and transparent production systems and supply chains. Accordingly, relevant action-research directions are described. These findings are expected to improve the current debate on the competitiveness of the European ornamental industry and contribute to taking a step towards a synergic combination of new differential advantages and wider sustainability goals.