Abstract
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.
Keywords
attitudes; experiences; German consumers; gift preferences; horticultural non-food product
Date of this Version
10-6-2021
Recommended Citation
Rombach, Meike; Dean, David L.; Widmar, Nicole Olynk; and Bitsch, Vera, "“Oh, You Shouldn’t Have!” Understanding Key Factors Impacting Cut Flowers Gifting Preferences in Germany" (2021). Department of Agricultural Economics Faculty Publications. Paper 28.
https://docs.lib.purdue.edu/agedocs/28
Comments
This is the publisher PDF of Rombach, M.; Dean, D.L.; Olynk Widmar, N.J.; Bitsch, V. “Oh, You Shouldn’t Have!” Understanding Key Factors Impacting Cut Flowers Gifting Preferences in Germany. Horticulturae 2021, 7, 368. Published CC-BY- by MDPI, the version of record and ADA Title II compliant version is available in HTML at DOI: 10.3390/horticulturae7100368.