Blooming Business: How Consumer Satisfaction Shapes Online Plant and Cut Flower Spending-Reference-Cited by-同舟云学术

Blooming Business: How Consumer Satisfaction Shapes Online Plant and Cut Flower Spending

Published:2024-08 Issue:4 Volume:34 Page:481-484
ISSN:1063-0198
Container-title:HortTechnology
language:
Short-container-title:hortte

Author:

Rihn Alicia L.¹,Behe Bridget K.²,Knuth Melinda³,Huddleston Patricial⁴

Affiliation:

1. Department of Agricultural and Resource Economics, University of Tennessee, Knoxville, TN 37996, USA

2. Department of Horticulture, Michigan State University, 1066 Bogue Street, East Lansing, MI 48824, USA

3. Department of Horticulture Sciences, North Carolina State University, 2721 Founders Drive, 152 Kilgore Hall, Raleigh, NC 27607, USA

4. Department of Advertising and Public Relations, Michigan State University, East Lansing, MI 48824, USA

Abstract

Online sales of plants are relatively new compared with other products. An online survey was used to measure online and in-store plant/flower spending from 1290 participants. Participants were satisfied with their online plant/flower purchases and spent $31.86 more on plants/flowers through online retailers than in stores. Participants’ social media use increased their in-store plant/flower spending but not online spending. Using Amazon, Google, and farm-direct online retailers increased both in-store and online plant/flower spending. Demographic characteristics did not influence online or in-store spending, except income which had a positive effect.

Publisher

American Society for Horticultural Science

Link

https://journals.ashs.org/downloadpdf/journals/horttech/34/4/article-p481.xml

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