“Oh, You Shouldn’t Have!” Understanding Key Factors Impacting Cut Flowers Gifting Preferences in Germany

Horticulturae

David L. Dean¹  Nicole J. Olynk Widmar²  Meike Rombach³  Vera Bitsch⁴ 

[1] Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand;Department of Agricultural Economics, Purdue University, West Lafayette, ID 47907, USA;Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand;School of Management and School of Life Sciences, Chair of Economics of Horticulture and Landscaping, Technical University of Munich, 85354 Freising, Germany;

关键词: attitudes;    experiences;    German consumers;    gift preferences;    horticultural non-food product;   

DOI  :  10.3390/horticulturae7100368

来源: DOAJ

【 摘 要 】

Cut flower gifting preferences are relatively unexplored in Germany. This study proposes a model that investigates the impact of attitudinal, experiential, and socio-demographic factors on the cut flower gifting preferences of German consumers. For this purpose, an online survey with a representative sample of 978 German residents was conducted. Partial least squares structural equation modelling shows that active and passive engagement with plants and nature positively impact cut flower giving preferences through cut flower knowledge, cut flower fondness, and perceived versatility of cut flowers. For German women and men, the largest driver of cut flower giving preferences is the versatility of cut flowers. For women, cut flower fondness is the second largest driver of cut flower gifting preferences, whereas for men subjective knowledge was the second largest driver. Other socio-demographic factors (age, income, education) were not found to impact cut flower giving preferences.

【 授权许可】

Unknown