Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Abstract

<jats:p>Choice experiments were conducted to explore the market potential or value added when using longevity information and guarantees on cut flower arrangements in the retail setting. The objective of our study was to determine consumer preferences and willingness to pay for different vase life longevities and guarantees on cut flower arrangements. The choice experiment data were collected using online surveys with 525 U.S. consumers in July 2011. The choice experiment scenarios included single species or mixed species cut flower arrangements with varying vase life longevity (5 to 7 days, 8 to 10 days, 11 to 14 days), presence or absence of vase life longevity guarantee, personal or gift use, and price range ($7.99 to $11.99, $34.99 to $43.99). Two types of arrangements were used in the experiment, mixed arrangements consisting of different species of cut flowers and single-species arrangements consisting of six red roses plus a filler flower. We analyzed the data with a mixed logit model and Ward’s linkage cluster analysis. As expected, participants were willing to pay higher prices for cut flower arrangements with longer vase life longevity. The presence of a guarantee improved participants’ probability of selecting the corresponding cut flower arrangement. Using Ward’s linkage cluster analysis, we found there were three distinct consumer clusters: guarantee seekers (49% of the sample), value-conscious consumers (31%), and spenders (20%). Among the three clusters, guarantee seekers were more likely to select cut flower arrangements with guarantees. Value-conscious consumers were interested in both guarantees and longevity indicators. Spenders were least interested in longevity indicators and guarantees. We conclude floral retailers could successfully implement the use of longevity indicators and guarantees to increase consumer interest in cut flowers and generate profits. Target marketing strategies could then be developed by floral retailers to attract different consumer clusters.</jats:p>

Factors Affecting U.S. Consumer Expenditures of Fresh Flowers and Potted Plants

“…A typical flower purchaser tends to be an older than 40 years old, Caucasian, married female with high education and income levels, and with more earners but fewer members in the household. Part of the profile is consistent with previous findings, including younger consumers having decreased awareness and interest in floral products compared with older consumers (Rihn et al, 2011), whereas higher income (Yue and Behe, 2010), higher education level (Yue and Hall, 2010), and smaller family size (Rihn et al, 2014) were positive determinants of flower expenditures.…”

“…Other reports have shown that education and income level affect consumers' choice of flower categories and expenditure level on flowers (Yue and Behe, 2008). Lastly, a decrease in family size (Behe et al, 1999) and being married (Rihn et al, 2014) are positively associated with floral consumption.…”

Extension of the Vase Life of Cut Roses by Both Improving Water Relations and Repressing Ethylene Responses

“…The postharvest disorders in cut rose flowers are a major limitation in their ornamental value (Rihn et al, 2014). In order to prolong vase life of cut flowers, many previous studies have been conducted to reduce ethylene damage using various ethylene inhibitors, such as nitric oxide, silver thiosulfate (STS), and 1-methylcyclopropene (1-MCP), which repressed the transcript levels of ethylene biosynthesis and receptor genes (Chamani et al, 2005;Liao et al, 2013;Ichimura and Niki, 2014).…”

Understanding preferences of German flower consumers: the desire for sustained beauty

“…Considering that the attribute appearance reflects the ultimate purpose of an ornamental flower, namely, beautification, it is noteworthy that the preference share for appearance is not expressed even more dominantly. In contrast, the preferences for the freshness guarantee are not surprising; consumers seem to have an interest in ornamental products with a longer vase life, as earlier studies have also shown (Rihn et al, 2014). Studies on other agricultural products, such as meat or fresh produce, also show that a long shelf live is a desired product attribute for consumers (Varela et al, 2005).…”

“…Besides personal use, cut flowers Previous analyses of consumer demand for flower attributes Prior studies of consumer behaviour explore the importance of particular product attributes when choosing flowers and explore how demographic factors may be related to these preferences. Attributes found to be influencing consumer's choice are flower appearance (Hudson and Griffin, 2004;Yue and Behe, 2008), scent (Behe and Wolnick, 1991;Behe et al, 1992), packaging (Hall et al, 2010), country of origin (Hoffmann, 2000;Van Loo et al, 2011), longevity (Rihn et al, 2014), flower certification (Michaud et al, 2013) and price (Yue, Hurley and Anderson, 2011;Michaud et al, 2013). However, while each of these attributes is important to some segment of consumers, the relative levels of importance amongst these attributes are expected to vary across individuals.…”