Focusing on the healthy influence of houseplants creates opportunities for growth
Associations have a substantial influence on the intention to buy and the decision to buy. But how do we know which associations consumers have with house plants?
For this reason we conducted a new large-scale survey among consumers in the Netherlands, Germany and France. The United Kingdom was not included in the survey. Other research shows that there are many similarities between English and Dutch, German and French consumers.
The new survey shows the associations consumers have with ornamental plants or flowers. It also shows which purposes - or 'jobs' - they associate with a product.
We have written a whitepaper based on the survey results. It tells you about:
- The seven (new) association clusters
- Differences between countries
- Emotional and functional associations
- Growth platforms for green and flowering plants