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The COVID-19 pandemic increased online shopping, including for potted plants; however, research on plant-purchasing behaviors outside of physical stores is limited. This study examined key factors that influence online plant purchases. Initially, 47 factors related to online plant purchases were identified. Personal factors encompassed gender, age, educational level, monthly income, gardening education, online purchase frequency, and living environment. Age quota sampling was used and 400 valid questionnaires were collected. Six common factors and 21 items were identified: consumer assurance, plant care and safety, well-being, service quality, pricing and promotions, and size and habits. Well-being was the most influential for online plant purchases. Service quality, data security, after-sales service, and pricing strategies were also important, with plant care and safety as secondary factors. Compared with men, women emphasized well-being and plant care more. Environmental factors such as naturalness and building density affected purchasing decisions. This study highlights the need for tailored marketing strategies focusing on service quality and emotional benefits to meet diverse consumer needs and preferences.
The main purpose of this research was to explore individuals' attitudes toward horticultural activities. The research was conducted in two stages. First, open-ended interviews were used to conceptualize attitudes toward horticultural activities, and seven themes and several subthemes of attitudes were induced. Based on the results, a questionnaire was then designed and a quantitative survey was conducted to identify the dimensions of attitudes toward horticultural activities and their interrelationships. Five dimensions of attitudes toward horticultural activities were extracted: increasing positive mood, improving the environment, leisure belief, improving social relationships, and escaping. These dimensions of attitudes toward horticultural activities had activity-based attributes that differed to some extent from those of general leisure. The dimension of improving the environment was particularly salient for horticultural activities. Propositions and recommendations to stimulate future research about developing a valid measurement instrument are offered.