Mississippi State, MS - A series of studies reveals critical insights into U.S. consumer and florist perceptions of sustainable practices within the floral industry, including regional differences in attitudes and willingness to pay for environmentally friendly options. The findings provide a comprehensive view of how sustainability is shaping consumer behavior, retail practices, and professional floral design.
The first study focuses on U.S. consumers' overall perceptions and willingness to pay for sustainable environmental practices in the floral industry. It highlights growing awareness and demand for eco-conscious options, with many consumers indicating a preference for sustainably sourced flowers and environmentally responsible packaging.
A regional comparison study adds depth, uncovering significant geographical differences in consumer priorities. For example, consumers in certain regions demonstrated a higher willingness to pay for sustainable floral products, while others were more price-sensitive despite expressing support for environmentally friendly practices. These findings underscore the importance of tailoring marketing and educational efforts to specific regional markets.
The third study shifts the lens to professional florists, exploring their perceptions of sustainability and adoption of eco-friendly floral design practices. While many florists value sustainability and recognize its importance to their clients, challenges such as cost, resource availability, and knowledge gaps were identified as barriers to widespread implementation.
Together, these studies emphasize the need for collaboration across the floral supply chain to support sustainability efforts. Increased consumer education, targeted regional strategies, and industry-wide support for sustainable practices can drive positive change, benefiting both the environment and the floral market.
According to the author, "The research was conducted in collaboration with researchers at Mississippi State University and Texas State University and graciously funded by the Floral Marketing Fund (FMF), in cooperation with the American Floral Endowment (AFE), and co-sponsored by BloomNet®, and Syndicate Sales. The study was prompted by the growing awareness and demand for sustainable practices across a wide range of industries, including floristry, where concerns around environmental impact, waste management, and ethical sourcing of flowers have gained attention. The aim was to gain a better understanding of the floral industry's current environmental sustainability practices, identify challenges, and assess consumer attitudes toward sustainable floral design choices. By understanding current perceptions of sustainability within the floral industry and amongst consumers, educators of floral design and those within the floral industry can make more informed decisions moving forward."
Dr. Etheredge is Associate Professor ofFloral Management at Mississippi State University.
The full articles can be found on the ASHS HortTech electronic journal website at: https://doi.org/10.21273/HORTTECH05324-23, https://doi.org/10.21273/HORTTECH05392-24, https://doi.org/10.21273/HORTTECH05546-24
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community-scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
