The study was conducted to investigate the effect of ethanol at different concentrations (ET) on bougainvillea flower longevity and delay senescence in storage condition. The treatments were water control, 2, 4, 8, 10, 20, 30, 40, 50 and 70% ET. Flower longevity was 2 days more in 4, 8 and 10% ethanol than water control and other concentrations of ethanol. Petal wilting and senescence were occurred 2 days later in 4, 8 and 10% ET than in water control. Percent petal's color changed was later in water 4, 8 and 10% than in control, 2, 20, 30, 40, 50 and 70% ET. Chlorophyll fluorescence intensity (photosynthetic yield) followed by time (ms) at different ethanol concentrations was higher in 4, 8 and 10% ET than in water control and other concentrations. Fo (lower fluorescence) was lower in 4, 8 and 10% ET than in water and other concentrations. However, Fm and Fv ((higher fluorescence and relative variable fluorescence (Fm-Fo)) were higher in 4, 8 and 10% ET than in other ET concentrations. Fv/Fm (quantum yield or photosynthetic yield) was higher in 4, 8 and 10% ET than in other ET concentrations. The result showed flower vase life was significantly affected by ethanol concentrations and longevity was higher in 4, 8 and 10% ethanol than in water control and other concentrations.