The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

Meike Rombach, David L. Dean, Nicole J. Olynk Widmar and Vera Bitsch
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Meike Rombach: Department of Land Management and Systems, Lincoln University, Lincoln 7647, New Zealand
David L. Dean: Department of Agribusiness and Markets, Lincoln University, Lincoln 7647, New Zealand
Nicole J. Olynk Widmar: Department of Agricultural Economics, Purdue University, West Lafayette, IN 47907, USA

Sustainability, 2021, vol. 13, issue 21, 1-16

Abstract: Fair trade flowers are an important niche product relevant to ethically conscious consumers. The study proposes a model that investigates key factors affecting the behavior of these cut flower consumers in Germany. The study serves to complement the existing studies dedicated to preferences for flower attributes and products, as well as consumers’ willingness to pay. It builds on an online survey with a representative sample of 772 German cut-flower consumers. Partial least squares structural equation modelling shows that concern for the treatment of workers from countries with poor environmental and labor reputations, the breadth of fair trade cut flower information sources, and familiarity with the fair trade concept and its influence on flower production issues positively impact the relative importance that consumers dedicate to fair trade certification as a cut flower attribute. The same factors also positively impact fair trade cut flower buying behavior. Socio-demographic factors did not show any impact. The study concludes with best practice recommendations for retailers and horticultural marketers on how to address the needs and wants of ethically conscious consumers.

Keywords: cut flowers; ethical consumption; fair trade; flower retail; Germany; PLS-SEM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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