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Article

Consumer Preferences of Sustainability Labeled Cut Roses in Germany

Chair of Marketing and Management of Biogenic Resources, University of Applied Sciences Weihenstephan-Triesdorf, TUM Campus Straubing, Petersgasse 18, 94315 Straubing, Germany
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Sustainability 2019, 11(12), 3358; https://doi.org/10.3390/su11123358
Received: 25 April 2019 / Revised: 28 May 2019 / Accepted: 5 June 2019 / Published: 17 June 2019
(This article belongs to the Special Issue Psychology of Sustainability and Sustainable Development)
The study investigated preferences of consumers of food retailing outlets in Germany for sustainability labeled cut roses. A sample of 1201 respondents of an online survey was used to analyze their preferences based on a choice-based conjoint experiment in which a bunch of 10 roses was considered which differed concerning the labeling certificate, country of production of the plants, price, packaging, smell, and blossom size of the roses. Latent class analysis revealed existence of consumer heterogeneity with around two thirds of the respondents being strongly in favor of sustainability labels. Thereby Fairtrade labeled roses got an overall positive assessment whereby organic roses were only preferred by 31% of the respondents. In addition, paper or no packaging, strong smell and uniform big blossom sizes got overall positive consumer evaluations in the experiment. The study concludes that sustainability labeled plants might be an option for producers to append additional value to horticultural products in Germany. View Full-Text
Keywords: sustainability labels; cut roses; consumer heterogeneity; choice-based conjoint experiment sustainability labels; cut roses; consumer heterogeneity; choice-based conjoint experiment
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MDPI and ACS Style

Berki-Kiss, D.; Menrad, K. Consumer Preferences of Sustainability Labeled Cut Roses in Germany. Sustainability 2019, 11, 3358. https://doi.org/10.3390/su11123358

AMA Style

Berki-Kiss D, Menrad K. Consumer Preferences of Sustainability Labeled Cut Roses in Germany. Sustainability. 2019; 11(12):3358. https://doi.org/10.3390/su11123358

Chicago/Turabian Style

Berki-Kiss, Daniel, and Klaus Menrad. 2019. "Consumer Preferences of Sustainability Labeled Cut Roses in Germany" Sustainability 11, no. 12: 3358. https://doi.org/10.3390/su11123358

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