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

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 flow...

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Autores principales:	Meike Rombach, David L. Dean, Nicole J. Olynk Widmar, Vera Bitsch
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	cut flowers ethical consumption fair trade flower retail Germany PLS-SEM Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/580a0b823b6c42bfaa5bcef69204d45f
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spelling	oai:doaj.org-article:580a0b823b6c42bfaa5bcef69204d45f2021-11-11T19:45:26ZThe Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany10.3390/su1321121332071-1050https://doaj.org/article/580a0b823b6c42bfaa5bcef69204d45f2021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/21/12133https://doaj.org/toc/2071-1050Fair 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.Meike RombachDavid L. DeanNicole J. Olynk WidmarVera BitschMDPI AGarticlecut flowersethical consumptionfair tradeflower retailGermanyPLS-SEMEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12133, p 12133 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	cut flowers ethical consumption fair trade flower retail Germany PLS-SEM Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	cut flowers ethical consumption fair trade flower retail Germany PLS-SEM Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Meike Rombach David L. Dean Nicole J. Olynk Widmar Vera Bitsch The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
description	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.
format	article
author	Meike Rombach David L. Dean Nicole J. Olynk Widmar Vera Bitsch
author_facet	Meike Rombach David L. Dean Nicole J. Olynk Widmar Vera Bitsch
author_sort	Meike Rombach
title	The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
title_short	The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
title_full	The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
title_fullStr	The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
title_full_unstemmed	The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany
title_sort	ethically conscious flower consumer: understanding fair trade cut flower purchase behavior in germany
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/580a0b823b6c42bfaa5bcef69204d45f
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The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

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