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Alicia Rihn, Hayk Khachatryan, Benjamin Campbell, Charles Hall, and Bridget Behe

goals. First, we propose to identify consumers’ purchasing barriers for indoor foliage plants. Identifying purchasing barriers provides valuable information to green industry professionals since marketing strategies can then be created to overcome those

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Alicia L. Rihn, Chengyan Yue, Charles Hall, and Bridget K. Behe

management to all supply chain members (producers, wholesalers, retailers, and consumers). Short vase life is a primary purchasing barrier for consumers because a short vase life decreases consumer satisfaction ( Ozzambak et al., 2009 ; Society of American