Study: consumer attitudes & buying behaviour – phase II

In 2024, we commissioned a study into the attitudes and buying behaviour of flower and plant buyers in the Netherlands, France, United Kingdom and Germany. After conducting a survey among over 4,000 consumers, which focused on shopper segmentation and purchase motivation, phase II consisted of a qualitative study examining various factors during the shopping experience: emotions, motives, barriers, viewing patterns and navigation in the shop. Consumers answered questions and eye tracking was used to determine exactly where their attention was directed.