BIBLIOTECA HORTICULTURA

BIBLIOTECA HORTICULTURA

A message about the function and effectiveness of floral preservatives to the customers increases the purchases

A message about the function and effectiveness of floral preservatives to the customers increases the purchases

Morgan M. Jenkins, et al.

This research examines whether knowledge about floral preservatives increases consumers’ perception of quality, purchase intention, and price of a floral arrangement.

A survey was administered to 222 participants at two locations in Manhattan, KS. Seventy-three percent of respondents fell within Generation Y (18 to 30 years old).

The survey instrument presented four levels of presentation of a floral arrangement that were associated with increasing knowledge about the use of floral preservatives on consumers’ perceptions about the quality and price of that arrangement, as follows:
Level 1 showed a photo of a floral arrangement without preservatives; Level 2 showed the same photo of a floral arrangement with a small, unlabeled packet of preservatives;
Level 3 showed the same photo of a floral arrangement with a large, clearly labeled packet of preservatives;
and Level 4 showed the same photos as Level 3 but was presented after a 191-word message describing the three functions of floral preservatives.

Participants of the survey rated the quality of a floral arrangement higher from Level 2 (presence of floral preservatives not explicit) to Level 3 (presence of floral preservatives explicit) and from Level 3 to Level 4 (after reading a message about floral preservatives’ function and effectiveness).

Their intent to purchase the floral arrangement generally increased with each level of presentation.

Females indicated intention to purchase flowers more frequently than males.

Participants increased the price that they were willing to pay for the floral arrangement at each level of presentation, starting at $25.46 at Level 1 (no floral preservatives use indicated) to $29.19 at Level 4.

Participants were more knowledgeable about the benefits of floral preservatives and believed that floral preservatives increased the value of floral arrangements after reading a message describing their function and effectiveness more so than before reading a message.

The younger the respondent, the more willing they were to pay more for floral arrangements with floral preservatives.

As consumers become more aware of the use of floral preservatives and more knowledgeable about how and why they are effective, they attribute higher quality to floral arrangements with preservatives, they are willing to pay more for arrangements with preservatives, and their purchase intention frequency increases.

Florists should always use preservatives in their processing and construction of fresh floral arrangements, consider providing a message about the function and effectiveness of floral preservatives to their customers, and then market their use of these materials.

 

Sources
Increased Knowledge about Floral Preservatives Influences Consumers’ Perception of the Quality and Value of a Floral Arrangement Purchase
Morgan M. Jenkins, Kimberly A. Williams, and Laura A. Brannon
HortTechnology April 2013 23:142-148

Also in The Cut Flower Quarterly, 25 (3)

The picture is by blog.bloomsbythebox.com