Gli acquisti di prodotti florovivaistici in Italia

Abstract

This paper examines the consumers’ behaviours in buying flowers and ornamental plants in Italy, through the analysis of attitudes, motivations, preferences and, in particular, of the tendency to purchase organic flowers and ornamental plants. The results if, on the one hand, show a modest spread in purchasing organic flowers and ornamental plants, on the other hand, show a good tendency to purchase and the willingness to pay for organic products, revealing concrete opportunities of growth for this area of the market.