The paper analyses preferences and motivations of Italian consumers of flowers and ornamental plants, both conventional and organic. The results helped to outline their profile. Purchases are still done in the traditional places (flower shops for cut flowers and plant nurseries for potted plants), however positive trend is found for potted plants purchases at large distribution chains. Some differences came out as to purchase motivations: cut flowers are mainly bought in special occasions whereas potted plants purchases are linked to personal use. The results confirm a positive relationship between the purchase of flowers and plants and the age of the interviewees, besides showing that women are interested on purchases. The information we obtained is relevant not only for the sector’s operators in order to define effective managerial strategies, but also for the policy maker to address new market and consumption policies.
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