Study: consumer attitudes & buying behaviour – phase III

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. The study consisted of three phases: an extensive questionnaire in phase I to examine buying motivation and shopper segmentation, a qualitative in-depth study in phase II to examine viewing patterns and presentation in various sales channels, and a final survey in phase III to focus on sustainability. Below is an overview of the most important findings from phase III.