Bridget Behe


Bridget Behe


1066 Bogue St, Room A238
East Lansing, MI 48824

Phone: (517) 353-0346

Area of Expertise: Marketing of horticultural crops

Quick links: Education   Teaching   Publications    Extension    Research

Dr. Behe joined Michigan State in 1997 after working for eight years as 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 has a 40% teaching appointment and teaches two classes in the Fall Semester:  HRT 207 (Internship Preparation and Career Development) and HRT 407 (Horticulture Marketing). and one course in the spring semester, HRT 404 (Horticulture Management).  She also coordinates the Internship program for the Department and chairs the Scholarship Committee.


Dr. Behe has a 40% research appointment at Michigan State.  She has investigated the consumer perspective of the horticulture industry for the past 20 years.  Bridget has conducted studies and published results on the value of good landscaping from the consumer perspective, 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 ethnicitiy influence American gardening purchases and participation.  Current investigations are helping to better understand the consumers and markets for sustainably- and locally-grown plants, both edible and ornamental.  Most exciting is the new eye-tracking research 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 associations involved in many aspects of horticulture.  She works with the Consumer Horticulture and Floriculture groups at Michigan State.


Selected Refereed Publications

Rihn, Alicia Chengyan Yue, Bridget Behe, Charlie Hall, and Frode Alfnes.  2011.  Generations X and Y attitudes towards fresh flowers as gifts: Implications for the floral industry.  HortScience (accepted).

Rihn, Alicia Chengyan Yue, Bridget Behe, Charlie Hall, and Frode Alfnes.  2011.  Floral gift appreciation, impressiveness, and risk perception by Consumers in Generations X and Y.  HortScience (in manuscript).

Yue, Chengyan, Jennifer Dennis, Bridget Behe, Charles Hall, Benjamin Campbell, and Roberto Lopez. 2011. Organic, local, or sustainable ornamental plants: are consumers interested in them as food products? (Accepted).

Hall, Charles, Benjamin Campbell, Bridget Behe, Chengyan Yue, Jennifer Dennis, and Roberto Lopez. 2010. The appeal of biodegradable packaging to floral consumers. HortScience 45(4):583-591.

Lopez, Roberto, Jennifer Dennis, Bridget Behe, Charles Hall, Chengyan Yue, and Benjamin Campbell. 2010. Sustainable production practices adopted by greenhouse and nursery plant growers. HortScience 45(8):1232-1237.

Yue, Chengyan, Charles R. Hall, Bridget K. Behe, Benjamin L. Campbell, Jennifer H. Dennis, and Roberto G. Lopez. 2010. Investigating consumer preference for biodegradable containers.  J. of Env. Horticulture 28(4):239-243.

Yue, Chengyan, Charles R. Hall, Bridget K. Behe, Benjamin L. Campbell, Jennifer H. Dennis, and Roberto G. Lopez. 2010.  Are consumers willing to pay more for biodegradable containers that for plastic ones? J. of Ag. and Applied Economics 42(4):757-772.

Behe, Bridget, Benjamin Campbell, Jennifer Dennis, Charles Hall, Roberto Lopez, and Chengyan Yue. 2010. Gardening consumer segments vary in eco-practices. HortScience 45(10):1475-1479.

Yue, Chengyan and Bridget K. Behe.  2010.  Traditional or Specialty Cut Flowers?  Estimating U.S. Consumers’ Choice of Cut Flowers at Noncalendar Occasions.  HortScience  45(1):78-82.

Mathers, H.M, Acu┼ła, A.A., D.R. Long, B.K. Behe, A.W. Hodges, J.J. Haydu, U.K. Schuch, S.S. Barton, J.H. Dennis, B.K. Maynard, C.R. Hall, R. McNiel, and T. Archer.  2010.  Nursery Worker Turnover and Language Proficiency.  HortScience 45(1):1-7.

Behe, Bridget K., Jennifer H. Dennis, Charles R. Hall, Alan W. Hodges, and Robin G. Brumfield.  2008.  Regional Marketing Practices in U.S. Nursery Production.  HortScience. 43(7):2070-2075.

Hodges, Alan W., Charles R. Hall, Bridget K. Behe and Jennifer H. Dennis.  2008.  Regional Analysis of the U.S. Nursery Industry.  HortScience. 43(5):1807 – 1812.

Behe, Bridget K., Brittany Harte, and Chengyan Yue.  2008.  Consumers’ Gardening-Related Search and Purchase Behavior Online.  J. Environmental Horticulture 26(4):210-216.

Yue, Chengyan and Bridget K. Behe.  2008.  Estimating U.S. Consumers’ Choice of Floral Retail Outlets.  HortScience 43(3):764-769.

Zagaden, Yousef, Bridget K. Behe, and Robert Gough.  2008. Consumer Preferences for Native Plants in Montana Residential Landscapes and Perceptions for Naturalistic Designs.  J. Enviornmental Horticulture.  26(2):109-114.

Mason, Shannon, Terri Starman, R.D. Lineberger, and Bridget K. Behe.  2008.  Consumer Preferences for Price, Color Harmony and Care Information of Container Gardens.  HortScience 43(1):380-384.

Spreng, Richard A., Thomas J., Page, Jr., and Bridget K. Behe.  2007.  A Comprehensive Model of Customer Loyalty.  13th Academy of Marketing Science World Marketing Congress.  Verona, Italy.

Dennis, J.H. and B.K. Behe.  2007.  Evaluating the Role of Ethnicity on Gardening Purchases and Satisfaction.  HortScience. 42(2):262-266.

Behe, Bridget K.  2006.  Comparison of Gardening Activities and Purchases of Homeowners and Renters.  J. Env. Horticulture 24(4):217-220.

Behe, Bridget K.  2006.  Conjoint Analysis Reveals Consumers Prefer Long, Thin Asparagus Spears.  HortScience 41(5):1259-1262.

Simonne, Amy H., Bridget K. Behe, and Maurice M. Marshall.  2006. Consumers Prefer High Lycopene-content and Low-priced Fresh Market Tomatoes.  Hort Technology 16 (4): 674-681.

Hicks, Jessica M. Thomas J. Page Jr., Bridget K. Behe, Jennifer H. Dennis, and R. Thomas Fernandez.  2006.  Delighted Consumers Buy Again.  J. of Customer Satisfaction, Dissatisfaction, and Complaining Behavior.  18:94-103.

Dennis, Jennifer H., Bridget K. Behe, R. Thomas Fernandez, Robert Schutzki, Thomas J. Page Jr., and Richard A. Spreng.  2005.   Do Plant Guarantees Matter?  HortScience 40 (Feb) 142-145.

Behe, Bridget, J. Hardy, S. Barton, J. Brooker, T. Fernandez, C. Hall, J. Hicks, R. Hinson, P. Knight, R. McNiel, T. Page, B. Rowe, C. Safley, and R. Schutzki.  2005.  Landscape Plant Material, Size, and Design Sophistication Increase Perceived Home Value.  J. Env. Hort. 23(3)127-133.

Behe, Bridget K., R.M. Walden, M. Duck, B. Cregg, K.Kelley, and R. D.Lineberger.  2005.  Consumer Preferences for and Cost of Production of Tabletop Christmas Trees.  HortScience 40 (2): 409-412.