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- Author or Editor: Melinda J. Knuth x
An online survey of plant purchasers was conducted to ascertain the influence of plant benefits messaging on consumer behavior. Three plant attributes, including type of plant, price, and plant availability, were used to distinguish purchasing preferences. To assess plant purchasing behavior, participants viewed a list of 12 different plant types and selected those they had purchased in the past year. The 12 plant types included annuals, vegetables, herbs, perennials, flowering shrubs, evergreen shrubs, fruit trees, evergreen trees, shade trees, flowering plants, foliage plants, and succulents. The most common retail locations patronized for plant purchases were home improvement stores, closely followed by independent garden centers. Consumers were grouped according to eight different plant benefit messages that they were exposed to, including physical, emotional, cognitive, social, educational, environmental, financial, and aesthetic benefits. Although some of the groups (clusters) exhibited similar purchasing behaviors in terms of plant types purchased, price levels preferred, and their preference for rare, common, or moderately available plants, there were just enough differences among groups to be able to distinguish them from other groups. The plant benefits were obviously affecting purchasing behavior, but further study is needed to understand the underlying reasons more fully.
Flower species is one of the key determinants of the aesthetic and economic value of floral products. This research study sought to evaluate whether consumer perceptions of the aesthetic appeal and monetary valuations of floral arrangements change by substituting high-cost species with low-cost species of similar appearance. In addition, the researchers explored consumer preferences for flower symmetry, which provides information to assist floral designers in choosing and using species to increase profit margins and improve the economic efficiency of the floral industry. Two experiments were administered through an online survey. For the first experiment, no difference was shown in both willingness to pay and attractiveness ratings for flowers in the high-dollar value vs. low-dollar value comparison groups. For the second experiment, roses (Rosa hybrida) were rated the highest on attractiveness, followed by dahlia (Dahlia hybrida), ranunculus (Ranunculus asiaticus), and anthurium (Anthurium sp.). Radial flowers were considered most appealing, followed by asymmetrical flowers, and last, bilaterally symmetrical flowers. The results of this study lend insight into how the general floral consumer does not differentiate between flower species that are similar in design features such as color, size, or symmetry. This information can be used by floral business operators to sell their bouquets at a higher margin by strategically using lower-cost flower inputs.