Understanding the human dimensions of horticulture, specifically how people make decisions about plants, landscapes, and products, is vital for creating successful and sustainable horticultural systems. Research in this area integrates insights from economics, marketing, behavioral science, and socio-ecological-technological systems to examine how breeders, growers, land managers, policymakers, and consumers make decisions that shape horticultural production and diverse living landscapes. Current work explores consumer decision-making and market development for horticultural products using experimental methods, behavioral economics, eye tracking, and neuromarketing approaches. At the same time, research investigates the social, ecological, and technological factors influencing how homeowners, land managers, and public officials manage complex vegetation systems and landscapes.