Comparing the Effects of Environmental and Economic Benefits Related Information on Consumers’ Preferences and Demand for Ornamental Plants

Abstract

The effects of plant benefits information on consumer preferences and demand is investigated using data from an Internet survey conducted in the U.S. (N=1151). A number of recent research efforts identified consumer profiles based on socio-demographic measures such as income, education, gender, race, and preferences for product-specific characteristics and attributes such as new colors, scents, and vase life guarantees, to name a few. Further, research literature supports claims that being around plants contributes to concentration, boosts creativity, and accelerates the healing process. Other benefits that were discussed in recent studies include household energy savings through reduced solar radiation effects and potential increase in property values. However, the effects of environmental and economic benefits related information, on consumer preferences and demand for ornamental plants remains less investigated. The present study addresses this research gap by investigating the influence of environmental and economic benefits related information on consumer willingness to purchase more plants. The results showed that environmental benefits related information (relative to economic benefits) has a higher impact on purchase intentions and may offer a greater potential to increase consumers’ likelihood of purchasing more plants in the future.