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Consumption values are theoretically believed to be the antecedents of the outcomes of consumer purchase choice. In the floral market, even though the context of floral consumption values has been explored, the relationship between floral consumption values and consumer's purchase choice regarding floral products remains unknown. This study, however, seeks to address this deficiency by attempting to evaluate the differences in floral consumption values across consumer groups that have different purchase choices for floral products. After collecting data from a consumer survey, which yielded 615 valid questionnaires, the statistical results indicated that consumers who revealed different purchase choices in regard to flowers had different floral consumption values. In descending order, showing care to others, emotion conditioning, and sensory hedonics were the floral consumption values most strongly recognized by the majority of the consumers. However, heavy users of flowers revealed different characteristics in that they more strongly recognized the psychological value of emotion conditioning rather than the social value of showing care to others. The main difference across consumer groups that had purchased flowers with different frequencies or that preferred to buy different types of flowers had to do with the epistemic value (i.e., curiosity fulfillment). The results of this study imply that consumers who have different choice behavior toward flowers possess different evaluative judgments in regard to floral products. Such differences not only lead consumers to have different purchase choices in regard to flowers, but are also very likely to influence the consumer's behavior in regard to information search and variety seeking in the floral market, which in turn, impacts the effectiveness of commercial communication in the floral market.
Studying the value of consumption is believed to have diagnostic value in the analysis of consumer choice behavior and, therefore, is helpful in improving the efficiency of the market. The objective of this study was to identify the consumption value that consumers seek from floral products, while also clarifying the context of that consumption value. A total of 644 valid questionnaires from a consumer survey were used for the statistical analysis. The statistical results of the factor analysis revealed that sensory hedonics, emotion conditioning, curiosity fulfillment, monetary worth, and showing care to others were the main types of the consumption value in relation to floral products. Different consumer groups were found to emphasize different types of floral consumption value. Female consumers reveal a stronger demand for the value of emotion conditioning and curiosity fulfillment, while male consumers are more likely to seek the value of sensory hedonics. Consumers in rural areas reveal a stronger demand for the value of curiosity fulfillment and monetary worth, while the consumers in urban areas reveal a stronger demand for the value of emotion conditioning, with regard to the consumption value of flowers. The study results provide florists with the key value points as they seek to increase the attraction of floral products to consumers.