TY - JOUR
T1 - Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers
AU - Rombach, Meike
AU - Widmar, Nicole Olynk
AU - Byrd, Elizabeth
AU - Bitsch, Vera
N1 - Publisher Copyright:
© 2017 The Authors
PY - 2018/1
Y1 - 2018/1
N2 - The study investigated flower buying behavior and willingness to pay for cut flower attributes by German consumers in physical and online retail settings. A sample of 978 respondents participated in an online survey, including a hypothetical choice experiment. The choice experiment presented rose bouquets produced in Germany, the Netherlands, or in Kenya and considered the attributes “fairly traded” and “freshness guarantee”. In both retail settings German consumers showed the highest willingness to pay for the rose bouquets produced in Germany. Significant statistical differences in estimated mean willingness to pay were found across retail settings and product attributes.
AB - The study investigated flower buying behavior and willingness to pay for cut flower attributes by German consumers in physical and online retail settings. A sample of 978 respondents participated in an online survey, including a hypothetical choice experiment. The choice experiment presented rose bouquets produced in Germany, the Netherlands, or in Kenya and considered the attributes “fairly traded” and “freshness guarantee”. In both retail settings German consumers showed the highest willingness to pay for the rose bouquets produced in Germany. Significant statistical differences in estimated mean willingness to pay were found across retail settings and product attributes.
KW - Consumer preferences
KW - Country of origin effect
KW - Cut flower attributes
KW - Regionality
UR - http://www.scopus.com/inward/record.url?scp=85033552875&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2017.09.007
DO - 10.1016/j.jretconser.2017.09.007
M3 - Article
AN - SCOPUS:85033552875
SN - 0969-6989
VL - 40
SP - 91
EP - 99
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -