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 | |
| State | Published - Jan 2018 |
Keywords
- Consumer preferences
- Country of origin effect
- Cut flower attributes
- Regionality
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