An Internal Perspective on the Horticultural Industry's Reputation

Abstract

An essential strategic asset is an industry's reputation, which has previously been emphasized for the horticulture sector. However, horticulture's diversity makes it challenging for society to view the sector. To determine the most crucial aspects of horticulture and the factors influencing its positive or negative reputation, an online poll was carried out. For this reason, 102 horticultural industry consultants and specialists were asked to describe horticulture and the industry's reputation. Horticulture is mostly linked to its varied activities and different product categories, according to an assessment of the survey based on a qualitative content analysis employing inductive category construction. Food products are the main emphasis of the product groups. On a 7-point Likert scale, the industry's reputation is assessed as "slightly positive," with an average score of 4.4.