Effects of Benefits Messaging on Consumer Purchasing of Plants
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abstract
An online survey of plant purchasers was conducted to ascertain the influence of plant benefits messaging on consumer behavior. Three plant attributes, including type of plant, price, and plant availability, were used to distinguish purchasing preferences. To assess plant purchasing behavior, participants viewed a list of 12 different plant types and selected those they had purchased in the past year. The 12 plant types included annuals, vegetables, herbs, perennials, flowering shrubs, evergreen shrubs, fruit trees, evergreen trees, shade trees, flowering plants, foliage plants, and succulents. The most common retail locations patronized for plant purchases were home improvement stores, closely followed by independent garden centers. Consumers were grouped according to eight different plant benefit messages that they were exposed to, including physical, emotional, cognitive, social, educational, environmental, financial, and aesthetic benefits. Although some of the groups (clusters) exhibited similar purchasing behaviors in terms of plant types purchased, price levels preferred, and their preference for rare, common, or moderately available plants, there were just enough differences among groups to be able to distinguish them from other groups. The plant benefits were obviously affecting purchasing behavior, but further study is needed to understand the underlying reasons more fully.
