Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements

Tuesday, July 23, 2013: 2:15 PM
Desert Salon 13-14 (Desert Springs J.W Marriott Resort )
Alicia L. Rihn , University of Minnesota, St. Paul
Chengyan Yue , University of Minnesota, St. Paul, MN
Charles R. Hall, Professor and Ellison Chair , Texas A&M University, College Station, TX
Bridget K. Behe , Michigan State University, East Lansing, MI
The study evaluated consumer preferences for longevity labels and guarantees on cut flower arrangements using a choice experiment.  Cut flower arrangements with varying longevity labels, guarantees, and use (self vs. gift) were displayed in 24 scenarios.  A choice experiment was used to examine consumer preferences for the different attributes.  A mixed logit model and Ward’s linkage cluster analysis was used to analyze the data. Results revealed three consumer clusters and participants were willing to pay more for cut flower arrangements with longevity labels and guarantees.  Results imply that there is potential to use longevity labels and guarantees in floral retail settings to improve consumer confidence when selecting cut flower arrangements.