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Consumer attitudes for new plant species using the example of Trachycarpus wagnerianus

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  • Lampert, Paul
  • Menrad, Klaus
  • Schoeps, Johanna

Abstract

This articles reviews the purchase behaviour of consumers for plants and the attitude towards horticultural novelties. The palm, Trachycarpus wagnerianus especially, is the main focus of this study. Based on a survey of 408 customers in Bavaria during autumn 2009, the results gave an impression of how consumers inform themselves about novelties in horticulture as well as their attitude to T. wagnerianus. Within the standardized questionnaire, a conjoint measurement was applied in order to investigate the impact of the different characteristics of the palm on consumers' choice. Drawing all factors of the conjoint measurement into consideration, the T. wagnerianus has slight advantages when compared to the common Trachycarpus fortunei.

Suggested Citation

  • Lampert, Paul & Menrad, Klaus & Schoeps, Johanna, 2012. "Consumer attitudes for new plant species using the example of Trachycarpus wagnerianus," Conference Papers 148048, University of Weihenstephan-Triesdorf, Straubing Centre of Science.
    • Handle: RePEc:ags:uwtscp:148048
    DOI: 10.22004/ag.econ.148048
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    References listed on IDEAS

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    1. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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