Different Floral Gift Purchases are Based On Types of Relationships

In a recent study, researchers got new insights into who buys fresh flowers as gifts, and why consumers purchase floral gifts.

The researchers from the Department of Bio-Industry Communication and Development at National Taiwan University found that fresh flower purchases are based on a set of "gift values" which is based on the relationship between the giver and receiver, according to a news release.

Gift giving is one of the primary forces driving the growth of the global floral industry, according to the study. In the U.S., about 67 percent of fresh flower purchases are for gifts, and in Japan, 80 percent of fresh flower purchases are for gifts or commercial uses.

"Although some important knowledge on consumer floral gift giving has been explored, the basic question of why flowers are picked out from numerous gift alternatives remains unanswered," authors Li-Chun Huang and Yen-Chun Lin wrote.

"Analysis of the survey responses revealed that the perceived gift values of flowers, the economic value, functional value, social value, and expressive value, were the most important factors for the consumer decision of whether to buy fresh flowers as gifts," the authors said.

The study revealed that economic value was the main factor when the receivers were parents, whereas social and expressive values were more important when the receivers were romantic partners.

"Different from many previous studies, this study revealed that financial capability did not influence the likelihood of givers deciding to purchase fresh flowers for gifts," the authors wrote.

The researchers claimed that the study found that gift values of the fresh flowers need to be emphasized to consumers when marketing or promoting floral gifts.

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