Most consumer consider sustainability an important topic , as do horticultural product buyer . The Flower Council of Holland hit the books this in four EU countries . Nearly 90 % of people would like to grease one’s palms topically produce blossom and plants , and over one - third of them are actually doing so . The Flower Council of Holland commission a written report on why this might be . There is already a considerable fracture towards sustainability in the horticulture sphere , but consumer cognizance of this is still jolly limited . " Above all , buying flowers and plant will take to stay on fun and straightforward for consumers . "
Consumer views on sustainabilityIn its Sustainability Index 2022 , enquiry firm Kantar notes that 97 % of consumers would opt to have a sustainable lifestyle , but only 13 % of them are actually making the required behavioural changes . They have marked a predilection for ' sustainable ' when it come to flowers and flora , too . withal , when it come to the crush , consumers are finding themselves face with a few obstacles . The lack of vindicated product information , circumscribed availability , and price are stopping them from choosing sustainable production . This is one of the conclusions of the survey conducted by Kantar in the Netherlands , France , Germany , and the United Kingdom for The Flower Council of Holland in August . A amount of 4,820 consumer aged 18 - 70 take part in a comprehensive online survey .
Sharing knowledgeThe Flower Council of Holland is gain insights into consumer preferences in its four core country ( Netherlands , France , Germany , and the United Kingdom ) and the element that touch on whether or not they go ahead and buy sustainable flowers and plant . The marketing and publicity sectionalization is sharing these insights and cognition with growers and traders to make it possible to collectively hit the obstacles perceived by consumer and activate the sector to continue to engage in negotiation with society .
born Cartesian product that makes the great unwashed happyThe survey express that one - third of people ( 34 % ) believe that the horticulture sector has a incontrovertible effect on promote sustainability in order . In that sense , the sector is principally associated with a ' natural product that makes people happy . ' In particular , the respondents believe that flowers and plant are unspoiled for the planet ( 24 % ) and their own wellness ( 20 % ) .
The irrefutable associations do not detract from the fact that 47 % of consumers also regard the sector as reactive when it comes to sustainability , with 5 % of respondents having an outright minus range of a function of the sector . Despite consumer wanting to opt sustainable intersection , there is still too little lucidness and relevant information at present .
want actionThe most urgent issues that consumers would like the sphere to address are reducing the usage of pesticides and fertilizers , ( non - recyclable ) promotional material , and waste . Consumers emphasized unlike thing in the countries go over . reduce nursery accelerator emissions is a strong direction in the Netherlands . Respondents in both the Netherlands and the United Kingdom stress the importance of give redundant attention to the problem of excessive ( non - recyclable ) packaging . French consumer are incisive to see a reduction in excessive water consumption . The main focus in Germany is on wellness risks associated with the employment of pesticides and fertilizers .
Good intentionsThe survey shows that there is still quite often a significant gap between consumer intentions in terms of sustainability and real behavior . For instance , nearly 90 % of the responder stated that they would care to corrupt more topically produced flush and plants wherever potential , compare to 36 % who actually do so . No few than 67 % of them say that paying more for more sustainable products would be acceptable . And yet , despite these good intention , 60 % say that they will terminate up buying the tinny , less sustainable product . There is a academic degree of disparity between intention and behavior when it comes to sustainable packing material as well , with 86 % wanting to buy peak and plants with less plastic palm and/or packaging material more often . This contrasts with 63 % buying flowers and plants with aesthetically pleasing promotional material material that contain more charge card .
Up to the chainWhen asked who needs to take responsibility , the respondent declare oneself clear , nuanced responses . In that compliments , they have in nous the mountain chain as a whole and are alert to the motive to consider their own role as well . Producers , retailer , and government are each cite by near three - quarters of the respondents , with 70 % of all respondents have the good conscience to specifically cite their own province .
The view shows that consumers are open to change and would like to opt sustainable horticultural products . However , buy flowers and plants will need to remain fun and straightforward for them , too . In the horticulture sphere , there are many more actions and developments on sustainability than are visible to consumers . If those consumers are actually going to include sustainability as a purchasing measure , the sector must be ready for it . And that demand the commitment of all chain partners .
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For more informationFlower Council of Hollandwww.flowercouncil.co.uk
