Melinda Knuth

Melinda Knuth is an Assistant Professor at North Carolina State University specializing in horticultural economics and consumer behavior. Her research focuses on innovative strategies to analyze consumer attitudes toward ornamental and edible plants, including studies on plant benefits, retail display effectiveness, water conservation practices, and social media impacts in the green industry.

Education:

• Ph.D. in Horticulture, Texas A&M University (2020)
• Bachelor of Science in Horticulture, University of Nebraska-Lincoln (2015)

Research Interests:

• Consumer decision-making in plant purchasing
• Economic impacts of plant benefits messaging
• Floriculture industry dynamics and market trends
• Effectiveness of retail signage and display strategies
• Water conservation adoption in residential landscapes

Recent research highlights include analyzing online vs. in-store plant buyer behavior, evaluating native plant adoption drivers, and exploring social media's role in green industry marketing. Her work bridges behavioral economics with practical horticultural applications to inform industry strategies.