• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 343-347
DOI: 10.18178/joebm.2024.12.4.820

Consumer Purchase Intention towards Floral Products: A Study Based on the Five Consumption Values

Si Nga Lei and Jenny O. L. Phillips*
Faculty of Business and Law, University of Saint Joseph, Macau S.A.R., China
Email: lei.si.nga@usj.edu.mo (S.N.L.); jenny.phillips@usj.edu.mo (J.O.L.P.)
*Corresponding author

Manuscript received July 8, 2024; revised August 28, 2024; accepted September 17, 2024; published October 21, 2024.

Abstract—This paper focused on the factors affecting consumers’ choice of flower shops for purchasing floral products by interviewing 11 heavy users of floral products based on the five consumption values. The research collected data on how and at what level these values may affect consumer consumption choices individually. The finding showed that the human touch from the retailer’s service (emotional value) is the most important for consumers for floral products consumption instead of product quality (functional value), which is generally considered the most influential value in consumers’ choice of tangible products. Various factors under each of the other three consumption values are also explored for consumer purchase of floral products.

Keywords—consumer purchase intention, consumption values, SMEs, floral business

Cite: Si Nga Lei and Jenny O. L. Phillips, "Consumer Purchase Intention towards Floral Products: A Study Based on the Five Consumption Values," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 343-347, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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