CONSUMER PREFERENCE FOR ALTERNATE CHRISTMAS TREE SPECIES

in HortScience

A survey was developed evaluating the preference of consumers for purchasing three alternative Christmas tree species. Trees included: Pinus virginiana, a traditional Alabama Christmas tree; a containerized Ilex × `Nellie R. Stevens'; and a cut × Cupressocyparis leylandii. Virginia pine and leyland cypress were rated higher than the holly. The average rating on a scale of 1 to 5 for the Virginia pine and the leyland cypress was 3.75 and 3.63, respectively. Consumers rated the holly an average of 3.29. A rating of 1 indicated a strong negative response and a rating of 5 offered a strong positive response for buying the tree. The median rating for all three species was 4, indicating that 50% of the participants rated them a 4 or higher. The mode, or most frequent rating, was 5 for all three species. Although the average rating for the holly was lower than the average for the Virginia pine and leyland cypress, the holly and the leyland cypress may have a market niche with >50% of the respondents indicating that they would purchase the trees.

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