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Consumer preferences of sustainability labeled cut roses in Germany

Author

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  • Berki-Kiss, D.
  • Menrad, K.
  • Lampert, P.

Abstract

DRAFT. Do Not Cite (see formal citation below). The study investigated preferences of consumers of food retailing outlets in Germany for sustainability labeled cut roses. A sample of 1,201 respondents of an online survey was used to analyze their preferences based on a conjoint experiment in which a bunch of ten roses was considered which differed concerning the labeling certificate, country of production of the plants, price, packaging, smell and blossom size of the roses. Latent class analysis revealed existence of consumer heterogeneity with around two thirds of the respondents being strongly in favor of sustainability labels. Thereby Fairtrade labeled roses got an overall positive assessment whereby organic roses were only preferred by 31% of the respondents. In addition, paper or no packaging, strong smell and uniform big blossom sizes got overall positive consumer evaluations in the experiment. The study concludes that sustainability labeled plants might be an option for producers to append additional value to horticultural products in Germany.

Suggested Citation

  • Berki-Kiss, D. & Menrad, K. & Lampert, P., 2018. "Consumer preferences of sustainability labeled cut roses in Germany," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 276044, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae18:276044
    DOI: 10.22004/ag.econ.276044
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    2. Paul Lampert & Klaus Menrad, 2022. "Sustainable Star? The Carbon Footprint of Christmas Stars and Its Variability along the Value Chain," Sustainability, MDPI, vol. 15(1), pages 1-15, December.
    3. Meike Rombach & David L. Dean & Nicole J. Olynk Widmar & Vera Bitsch, 2021. "The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany," Sustainability, MDPI, vol. 13(21), pages 1-16, November.

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    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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