2013 ASHS Annual Conference
15423:
Consumer Preferences for Longevity Information and Guarantees on Cut Flower Arrangements
15423:
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 )
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.
See more of: Public/Commercial Horticulture/Computer Applications in Horticulture (Oral)
See more of: Oral Abstracts
See more of: Oral Abstracts