Importance of Five Natural Christmas Tree Characteristics as Related to Socioeconomic Variables and Opinions of Choose-and-Cut Farms' Customers

Abstract

Abstract Information about preferred tree features, purchasing habits, preference of a natural versus artificial tree, and socioeconomic characteristics was collected from customers of choose-and-cut Christmas tree farms in Georgia. The preferred tree features are shape, followed by density and height. Color and price are the least important. The test on means of consumers' socioeconomic characteristics revealed that male and female respondents differed in their preference for shape, height, and price; consumers' education impacted the importance of tree height and color; income influenced the importance attached to shape, density, and price. Estimation of models with preferred tree features (shape, density, height, color and price) as dependent variables identified significant negative and positive influences of independent variables. In general, college educated respondents were less concerned about the importance of tree features; female respondents were more concerned about tree shape and price than male respondents; respondents who felt that a natural tree made the season special were less concerned with density and height; an expected visit of a relative during Holidays had a negative impact on the importance of tree height and color suggesting that the visit may have encouraged the tree purchase, but tree features were considered less important.