Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers

Meike Rombach; Nicole Olynk Widmar; Elizabeth Byrd; Vera Bitsch

doi:10.1016/j.jretconser.2017.09.007

Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers

Meike Rombach, Nicole Olynk Widmar, Elizabeth Byrd, Vera Bitsch

Chair of Economics of Horticulture and Landscaping

Research output: Contribution to journal › Article › peer-review

11 Scopus citations

Abstract

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.

Original language	English
Pages (from-to)	91-99
Number of pages	9
Journal	Journal of Retailing and Consumer Services
Volume	40
DOIs	https://doi.org/10.1016/j.jretconser.2017.09.007
State	Published - Jan 2018

Keywords

Consumer preferences
Country of origin effect
Cut flower attributes
Regionality

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10.1016/j.jretconser.2017.09.007

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title = "Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers",

abstract = "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.",

keywords = "Consumer preferences, Country of origin effect, Cut flower attributes, Regionality",

author = "Meike Rombach and Widmar, {Nicole Olynk} and Elizabeth Byrd and Vera Bitsch",

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AU - Bitsch, Vera

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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.

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KW - Regionality

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Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers

Abstract

Keywords

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