The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

Meike Rombach,David L Dean,Vera Bitsch,Nicole J Olynk Widmar

doi:10.3390/su132112133

Meike Rombach, David L Dean + Show 2 more

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https://doi.org/10.3390/su132112133

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Abstract

Fair trade flowers are an important niche product relevant to ethically conscious consumers. The study proposes a model that investigates key factors affecting the behavior of these cut flower consumers in Germany. The study serves to complement the existing studies dedicated to preferences for flower attributes and products, as well as consumers’ willingness to pay. It builds on an online survey with a representative sample of 772 German cut-flower consumers. Partial least squares structural equation modelling shows that concern for the treatment of workers from countries with poor environmental and labor reputations, the breadth of fair trade cut flower information sources, and familiarity with the fair trade concept and its influence on flower production issues positively impact the relative importance that consumers dedicate to fair trade certification as a cut flower attribute. The same factors also positively impact fair trade cut flower buying behavior. Socio-demographic factors did not show any impact. The study concludes with best practice recommendations for retailers and horticultural marketers on how to address the needs and wants of ethically conscious consumers.

Highlights

In the past decade, the segment of ethically conscious consumers buying fair tradecertified horticultural food and non-food items such as coffee, bananas, chocolates and cut flowers has steadily increased in Germany [1,2,3,4,5,6,7,8]
Given that the concept of fair trade is closely aligned with various United Nations Sustainable Development Goals (SDGs), including poverty alleviation, gender equality, decent work and economic growth, responsible consumption and production and climate actions, many ethical conscious consumers are in favor of fair trade certified products [10,11]
This study seeks to contribute to the understanding of the factors explaining German consumer flower buying behavior

Summary

Introduction

The segment of ethically conscious consumers buying fair tradecertified horticultural food and non-food items such as coffee, bananas, chocolates and cut flowers has steadily increased in Germany [1,2,3,4,5,6,7,8]. Ethical consumers tend to satisfy their needs and wants while simultaneously being mindful of how their consumption behaviors contribute to societal problems [15] They strive to avoid or boycott products that exploit or harm the environment or marginalized people [16,17]. Ethical products can be distinguished through labels of certification bodies such as Fair Trade

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