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Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant

Author

Listed:
  • Yesica Mayett-Moreno

    (Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico)

  • Jennie Sheerin Popp

    (Honors College, University of Arkansas, Fayetteville, AR 72701, USA)

  • Mauricio Sabogal-Salamanca

    (Economics, Finance and Business Administration School, EAN University, Bogotá 110221, Colombia)

  • Sandra Rodríguez-Piñeros

    (Facultad de Zootecnia y Ecologia, Universidad Autonoma de Chihuahua, Chihuahua 31000, Mexico)

  • Edith Salomé-Castañeda

    (Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico)

  • Daniel Alberto Flores-Alonso

    (Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico)

Abstract

The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well.

Suggested Citation

  • Yesica Mayett-Moreno & Jennie Sheerin Popp & Mauricio Sabogal-Salamanca & Sandra Rodríguez-Piñeros & Edith Salomé-Castañeda & Daniel Alberto Flores-Alonso, 2018. "Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant," Sustainability, MDPI, vol. 10(1), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:1:p:224-:d:127393
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    References listed on IDEAS

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    1. Alicia Rihn & Hayk Khachatryan & Benjamin Campbell & Charles Hall & Bridget Behe, 2016. "Consumer preferences for organic production methods and origin promotions on ornamental plants: evidence from eye-tracking experiments," Agricultural Economics, International Association of Agricultural Economists, vol. 47(6), pages 599-608, November.
    2. Ari Paloviita, 2010. "Consumers’ Sustainability Perceptions of the Supply Chain of Locally Produced Food," Sustainability, MDPI, vol. 2(6), pages 1-18, June.
    3. repec:ags:aaea16:235142 is not listed on IDEAS
    4. Li, Zongyu & McCracken, Vicki & Connolly, Jenny, 2016. "An Evaluation of Factors Influencing Consumer Purchase Decisions of Cut Flowers: A Study of Washington Consumers," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235227, Agricultural and Applied Economics Association.
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