Consumer Preferences of Sustainability Labeled Cut Roses in Germany

Berki-Kiss Berki-Kiss,Menrad Menrad

doi:10.3390/su11123358

Berki-Kiss Berki-Kiss, Menrad Menrad

Open Access

https://doi.org/10.3390/su11123358

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Abstract

The study investigated preferences of consumers of food retailing outlets in Germany for sustainability labeled cut roses. A sample of 1201 respondents of an online survey was used to analyze their preferences based on a choice-based conjoint experiment in which a bunch of 10 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.

Highlights

The notions sustainability and sustainable consumption have been increasingly used over the last decades and appear to have become inherent components of the private sector as well
A sample of 1201 respondents of an online survey was used to analyze their preferences based on a choice-based conjoint experiment in which a bunch of 10 roses was considered which differed concerning the labeling certificate, country of production of the plants, price, packaging, smell, and blossom size of the roses
The paramount aim is to identify sustainability criteria, which support consumer choices related to the analyzed cut roses as an example of horticultural products

Summary

Introduction

The notions sustainability and sustainable consumption have been increasingly used over the last decades and appear to have become inherent components of the private sector as well. Sustainable consumption as a key factor refers to consumers’ sustainability related attitudes and is associated directly with consumer behavior, especially how an individual’s actions influence present and future outcomes [2]. In order to emphasize sustainable consumption and to inform consumers about relevant sustainability criteria certified products are provided with corresponding labels. Organic, local, green or other forms of sustainable consumption are considered by a growing number of households as shown by recent studies from different countries dealing with various product groups [3,4]. Results from Tanner and Kast [5] suggest that positive attitudes toward environmental protection, fair trade, local production, and sufficient consumer knowledge promote green food consumption. As reported by Grunert et al [8] consumers are guided (with exception of food choices) by sustainability labels depending on the level of their motivation and understanding

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