Consumer attitudes for new plant species using the example of Trachycarpus wagnerianus

Paul Lampert, Klaus Menrad and Johanna Schoeps

No 148048, Conference Papers from University of Weihenstephan-Triesdorf, Straubing Centre of Science

Abstract: This articles reviews the purchase behaviour of consumers for plants and the attitude towards horticultural novelties. The palm, Trachycarpus wagnerianus especially, is the main focus of this study. Based on a survey of 408 customers in Bavaria during autumn 2009, the results gave an impression of how consumers inform themselves about novelties in horticulture as well as their attitude to T. wagnerianus. Within the standardized questionnaire, a conjoint measurement was applied in order to investigate the impact of the different characteristics of the palm on consumers' choice. Drawing all factors of the conjoint measurement into consideration, the T. wagnerianus has slight advantages when compared to the common Trachycarpus fortunei.

Keywords: Marketing (search for similar items in EconPapers)
Pages: 7
Date: 2012
New Economics Papers: this item is included in nep-dcm and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uwtscp:148048

DOI: 10.22004/ag.econ.148048

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