38. Luxury strategies for agricultural products: a new sustainable governance model for the valorisation of the Tuscan flower supply chain

Gabellini, Sara; Scaramuzzi, Silvia

doi:10.3920/978-90-8686-898-8_38

Cited by 2 publications

(4 citation statements)

References 6 publications

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“…Consumers valuate ornamental products origin and show a preference for locallygrown and seasonal flowers Consumers appreciate the origin of ornamental products as a distinctive quality attribute, thus valuing their territorial linkage as a determinant of choice. In this sense, they consider not only the geographical provenance of the product but also the typicality of the used species and varieties and the adoption of traditional production and processing techniques [32]. In light of that, a large part of consumers favors the purchase of both locally-and-nationallygrown flowers and plants.…”

Section: Imentioning

confidence: 99%

“…In light of that, new high-value niches are emerging in the specific market of ornamental services. Among them, we consider the growth potential of floral and garden design segments [32], together with landscaping, that registers a positive trend in both sales volume and turnover [6]. VI.…”

Section: Imentioning

confidence: 99%

“…Despite that, the political debate is still ongoing and new institutional arrangements have not yet been finalized. Noteworthy, programmes and legislations aiming at meeting the new EU goals of sustainability could determine the necessity of balancing the necessary expansion of ornamentals production, to respond to the growing demand, with the required reduction of environmental negative externalities (e.g., lowering greenhouse emissions) [12,32,37,38,79]. As a result, an effective innovation of governance systems, favoring public and private action coordination, will be fundamental for the qualification and sustainability transformation of European ornamental supply chains.…”

Section: The European Competitive Environment: the Role Of Governancementioning

confidence: 99%

“…The seizing of new opportunities for the sustainable development of the European ornamental sector requires an increase in efforts from both private and public stakeholders. In other words, the enhancement and adaption of existing marketing strategies and governance settings appear essential to face the competition and also favor the realization of winwin approaches among different countries and stakeholders [10,12,[27][28][29][30][31][32]. On this basis, the industry shows a gap in the capacity of prediction, planning, and coordination of relevant actors, thus evidencing a need for improving their knowledge and practices [25,33,34].…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Evolving Consumption Trends, Marketing Strategies, and Governance Settings in Ornamental Horticulture: A Grey Literature Review

Gabellini

Scaramuzzi

2022

Horticulturae

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Ornamentals are the most diversified products and fast-changing industry of horticulture. A new flower and ornamental plant market scenario is developing: remarkable opportunities are emerging, but more efforts are required by both public and private stakeholders to seize them and assure a high-value positioning. Our paper aims at filling the gap in the availability of integrated data sources and structured theoretically sound studies on new consumption trends, marketing strategies, and governance settings. Specific objectives are: identifying an innovative ornamental horticulture market data framework; evidencing evolving dynamics of competition in Europe and necessary adaptions of public and private action; defining a new action-research agenda, capable of stimulating the interest of businesses, researchers, and institutions. In terms of methodology, we carry out an innovative integrative review analysis of the wide and most reliable grey literature and statistics, using a comprehensive approach. Results show the emerging consumption dynamics and high-value consumer profiles characterizing the European market, expected to significantly expand and transform, according to the impact of globalization, climate change, urbanization, digitalization, and the affirmation of neo-luxury and sustainability-oriented consumption patterns. The evolution of marketing strategies and governance settings is also highlighted, together with the necessity of developing and integrating public and private initiatives for realizing high-value sustainable and transparent production systems and supply chains. Accordingly, relevant action-research directions are described. These findings are expected to improve the current debate on the competitiveness of the European ornamental industry and contribute to taking a step towards a synergic combination of new differential advantages and wider sustainability goals.

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Section: Imentioning

confidence: 99%

Section: Imentioning

confidence: 99%