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.
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