Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers
Nicole Olynk Widmar,
Elizabeth Byrd and
Vera Bitsch ()
Journal of Retailing and Consumer Services, 2018, vol. 40, issue C, 91-99
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 â€œfairly tradedâ€ and â€œfreshness guaranteeâ€ . 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 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:40:y:2018:i:c:p:91-99
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