Comparison of United States Consumers’ Perceptions and Willingness to Pay for Sustainable Environmental Practices in the Retail Floral Industry Based on Geographical Regions

With an increase in social awareness of environmental degradation and the need to conserve resources while reducing greenhouse gas emissions, consumers have become increasingly concerned about the environmental standards of the industries from which they purchase products. This has motivated industries to restructure their business model to one that is more environmentally sustainable. Research of consumers’ floral purchasing habits based on geographic regions found that these habits varied depending on the region where they lived. The main purpose of this study was to investigate US consumers’ perceptions and willingness to pay as they relate to retail floral providers’ environmentally sustainable practices based on the geographical region where the consumer lives within the United States. The results indicated differences in the way respondents answered questions based on the geographical region where they live. However, regardless of the US region where the respondents live, from the list of sustainable attributes covered in this study, respondents indicated the use of locally sourced flowers and composting of floral waste as the two sustainable attributes with the most perceived value to consumers. The findings of this study indicate that floral providers that have incorporated any type of sustainable attribute into their businesses should be promoting this to the public. Floral providers located in the West and Northeast regions of the United States should especially consider emphasizing sustainable attributes within their business because consumers in these regions indicated that they were most willing to pay premiums for sustainable practices. Additionally, floral providers in the West should consider sourcing and promoting the use of fair-trade materials to their customers.