Abstract
While the production of and demand for cut flowers has decreased in recent years, marketing channels for cut flowers have diversified. This paper aims to clarify the present marketing environment for this sector by analyzing consumer/buyer behavior. The results that (1) the main consumer is middle-aged or elderly (age 50 years or more), (2) buying preferences and habits differ with the consumer’s age, (3) channels with recently expanded shares include supermarkets and farmers markets, (4) the quality and appearance of the flowers are important to the consumer, and (5) regular buyers use various sources of information before making the decision to purchase.
