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Open AccessArticle

Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant

1
Agribusiness and Management Degree Programs, Universidad Popular Autonoma del Estado de Puebla, Puebla 72410, Mexico
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Honors College, University of Arkansas, Fayetteville, AR 72701, USA
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Economics, Finance and Business Administration School, EAN University, Bogotá 110221, Colombia
4
Facultad de Zootecnia y Ecologia, Universidad Autonoma de Chihuahua, Chihuahua 31000, Mexico
*
Author to whom correspondence should be addressed.
Sustainability 2018, 10(1), 224; https://doi.org/10.3390/su10010224
Received: 23 November 2017 / Revised: 24 December 2017 / Accepted: 11 January 2018 / Published: 17 January 2018
(This article belongs to the Special Issue Marketing and Sustainability)
The use of native ornamental plants in urban landscapes and ornamental consumers’ designs is one strategy to preserve biodiversity. Sprekelia formosissima (L.) Herb., known as Aztec lily (ALY), is one of the nearly 4000 species of native ornamental plants of Mexico. However, its domestic market is not yet developed and is virtually unknown. The objectives of this study were to: (1) compare consumers’ and retailers’ knowledge of ALY, and (2) to identify potential clusters of consumers and retailers based on their knowledge and preferences, such that marketing of the ALY could be best tailored to different market segments, leading to its sustainable commercialization. There were 464 interviews conducted in four nurseries in Mexico. Results showed only one consumer knew about the ALY; additionally, we found different behaviors in consumers and in retailers: those not interested in the ALY, but when they know it is Mexican they will acquire it; those interested no matter the ALY origin, and those who dislike the ALY because it is Mexican. Those answers suggest that improving consumers/retailers knowledge about this native flower could lead to a sustainable commercialization in Mexico, helping to ensure its conservation as well. View Full-Text
Keywords: bulbous plants; cluster analysis; environmental education; endemic plants; local consumption; nurseries; sustainable marketing bulbous plants; cluster analysis; environmental education; endemic plants; local consumption; nurseries; sustainable marketing
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MDPI and ACS Style

Mayett-Moreno, Y.; Popp, J.S.; Sabogal-Salamanca, M.; Rodríguez-Piñeros, S.; Salomé-Castañeda, E.; Flores-Alonso, D.A. Consumers’ and Retailers’ Attitudes Towards a Mexican Native Species of Aztec Lily as an Ornamental Plant. Sustainability 2018, 10, 224.

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