Floral gift perceived practicality: Fragrance and longevity by generation X and Y consumers

A. Rihn, Chengyan Yue, B. K. Behe, C. R. Hall

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Determining consumers' perceptions and preferences of the practicality of floral gifts, fragrance and longevity is important to floriculture industry stakeholders because these attributes can increase floral gift value. Recent research shows that floriculture sales are decreasing. Increasing the demand for floral gifts among Generations X and Y is one way to counter this trend. The objective of this study was to explore ways to help the floriculture industry improve sales through increased industry awareness of consumers' expectations of floral gifts. A questionnaire and focus group discussion were used to investigate consumers' expectations. We found that Generation XY participants felt floral gifts were the least practical. However, as participants aged, there was a shift towards floral gifts being considered both emotional and practical. Furthermore, Generation Y participants want more fragrant flowers, whereas older participants prefer greater longevity over fragrance.

Original languageEnglish (US)
Title of host publicationXXVIII International Horticultural Congress on Science and Horticulture for People (IHC2010)
Subtitle of host publicationInternational Symposium on Integrating Consumers and Economic Systems
PublisherInternational Society for Horticultural Science
Pages161-168
Number of pages8
ISBN (Print)9789066050686
DOIs
StatePublished - Mar 31 2012

Publication series

NameActa Horticulturae
Volume930
ISSN (Print)0567-7572

Keywords

  • Consumer attitudes
  • Consumer behaviour
  • Cut flower
  • Marketing
  • Product positioning

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