Do Plant Guarantees Matter? The Role of Satisfaction and Regret when Guarantees are Present

in HortScience
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  • 1 Michigan Agricultural Experiment Station and Department of Horticulture, Michigan State University, East Lansing, MI 48824-1325
  • | 2 Department of Marketing and Supply Chain Management, Michigan State University, East Lansing, MI 48824-1325

A consumer research study was conducted examining effects of plant guarantees on satisfaction and regret in the purchase of three horticultural products: hanging baskets, potted roses, and container perennials. Five hundred and seventeen respondents were divided into two groups: those who were offered a guarantee and those who were not offered a guarantee. The effects of satisfaction and regret on repurchase intentions were recorded on multi-item seven-point Likert scales. A structural equation model was used to examine simultaneous relationships between regret, satisfaction, and intention to repurchase. Survey results indicated guarantees would increase satisfaction and decrease regret for hanging baskets, but not for container perennials and potted roses. Five of six models showed regret and/or satisfaction directly impacted intention to repurchase. Both satisfaction and regret had a direct influence on repurchase intentions for the hanging baskets model regardless of the presence or absence of guarantees. When guarantees were absent, satisfaction and regret had direct effects on intention to repurchase for the perennial model. Regret was the only construct to directly impact intention to repurchase in the potted rose model. Guarantees appear to lower the risks of buying some products and may improve the perception of quality of the offering.

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