| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 7433613 | Journal of Retailing and Consumer Services | 2018 | 9 Pages |
Abstract
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 “fairly traded” and “freshness guarantee”. 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
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Meike Rombach, Nicole Olynk Widmar, Elizabeth Byrd, Vera Bitsch,