The Impact of Plant Features on Consumer Preference for Outdoor Plants: The Role of Feature Type, Consumer Knowledge, and Task Involvement

dc.contributor.advisorWang, Juan
dc.contributor.advisorBowen, Amy
dc.contributor.advisorIslam, Towhidul
dc.contributor.authorWang, Xuezhu
dc.date.accessioned2022-01-27T19:29:37Z
dc.date.available2022-01-27T19:29:37Z
dc.date.copyright2022-01
dc.date.created2022-01-07
dc.degree.departmentDepartment of Marketing and Consumer Studiesen_US
dc.degree.grantorUniversity of Guelphen
dc.degree.nameMaster of Scienceen_US
dc.degree.programmeMarketing and Consumer Studiesen_US
dc.description.abstractAs the first trail to classify plant features into hedonic vs. utilitarian dimensions, this study investigates how consumer individual characteristics (knowledge/involvement) work jointly with plant feature types to influence preference, including three types of horticultural products: perennial (daylily), annual (geranium), and shrub (hydrangea). Discrete choice experiments and multinomial logit analysis are utilized to capture consumer preferences. The results of this study provide many insights. First, the general preference patterns for the three plants are summarized and consumer willingness-to-pay for preferred features are calculated. Second, consumer knowledge and involvement are proved to moderate consumer preference. Interestingly, consumers with a high level of knowledge and involvement prefer inferior utilitarian features more, and the hedonic value of plant products is also highlighted. Finally, the comparisons between US and Canadian consumers provide more practical implications. Based on the research findings, the theoretical and managerial contributions, limitations, and future research opportunities are discussed.en_US
dc.description.embargo2022-03-01
dc.description.sponsorshipFloral Marketing Research Fund (FMRF) from American Floral Endowment (AFE)
dc.description.sponsorshipCanadian Nursery and Landscape Association
dc.description.sponsorshipLandscape Ontario (LO)
dc.identifier.urihttps://hdl.handle.net/10214/26740
dc.language.isoenen_US
dc.publisherUniversity of Guelphen
dc.rights.licenseAll items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectConsumer Behaviouren_US
dc.subjectOutdoor Plantsen_US
dc.subjectDiscrete Choice Experimenten_US
dc.subjectConsumer Knowledgeen_US
dc.subjectInvolvementen_US
dc.titleThe Impact of Plant Features on Consumer Preference for Outdoor Plants: The Role of Feature Type, Consumer Knowledge, and Task Involvementen_US
dc.typeThesisen_US

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