Consumer Preferences of Sustainability Labeled Cut Roses in Germany

Daniel Berki-Kiss and Klaus Menrad
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Daniel Berki-Kiss: Chair of Marketing and Management of Biogenic Resources, University of Applied Sciences Weihenstephan-Triesdorf, TUM Campus Straubing, Petersgasse 18, 94315 Straubing, Germany

Sustainability, 2019, vol. 11, issue 12, 1-19

Abstract: The study investigated preferences of consumers of food retailing outlets in Germany for sustainability labeled cut roses. A sample of 1201 respondents of an online survey was used to analyze their preferences based on a choice-based conjoint experiment in which a bunch of 10 roses was considered which differed concerning the labeling certificate, country of production of the plants, price, packaging, smell, and blossom size of the roses. Latent class analysis revealed existence of consumer heterogeneity with around two thirds of the respondents being strongly in favor of sustainability labels. Thereby Fairtrade labeled roses got an overall positive assessment whereby organic roses were only preferred by 31% of the respondents. In addition, paper or no packaging, strong smell and uniform big blossom sizes got overall positive consumer evaluations in the experiment. The study concludes that sustainability labeled plants might be an option for producers to append additional value to horticultural products in Germany.

Keywords: sustainability labels; cut roses; consumer heterogeneity; choice-based conjoint experiment (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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Related works:
Working Paper: Consumer preferences of sustainability labeled cut roses in Germany (2018)
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:12:p:3358-:d:240649

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