Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant

Yesica Mayett-Moreno, Jennie Popp, Mauricio Sabogal-Salamanca, Sandra Rodríguez-Piñeros, Edith Salomé-Castañeda and Daniel Alberto Flores-Alonso
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Yesica Mayett-Moreno: Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico
Mauricio Sabogal-Salamanca: Economics, Finance and Business Administration School, EAN University, Bogotá 110221, Colombia
Sandra Rodríguez-Piñeros: Facultad de Zootecnia y Ecologia, Universidad Autonoma de Chihuahua, Chihuahua 31000, Mexico
Edith Salomé-Castañeda: Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico
Daniel Alberto Flores-Alonso: Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico

Sustainability, 2018, vol. 10, issue 1, 1-15

Abstract: The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.

Keywords: bulbous plants; cluster analysis; environmental education; endemic plants; local consumption; nurseries; sustainable marketing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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