Published in Scientific Papers. Series "Management, Economic Engineering in Agriculture and rural development", Vol. 25 ISSUE 3
Written by Deniz SARICA, Sule UZUN, Mustafa UCAR

The consumption of cut flowers is a widespread practice, valued for their aesthetic appeal and ability to enhance emotional well-being. Flowers beautify living spaces and positively influence mood in homes, workplaces, and public areas by offering stress relief and promoting positive emotions. This study investigates the potential for cut flower consumption and examines consumer trends based on primary data collected through face-to-face interviews with 384 urban residents of Isparta province, Türkiye. The survey sample size was determined using the 'unclustered single-stage simple random probability sampling’ method. A logistic regression model was employed to identify key factors influencing cut flower purchasing behavior. The results show that 64.6% of participants reported purchasing cut flowers, with birthdays (41.7%) and Mother’s Day (40.1%) being the most common occasions for these purchases. Roses (54.7%), carnations (34.1%), and daisies (33.6%) were the most preferred flower types, while red (29%) and white (12.4%) were the most popular colors. Consumers prioritized flower type and variety when purchasing, followed by price considerations. Notably, 55% of respondents perceived cut flowers as expensive, and 42% reported that price increases affected the quantity of flowers they purchased. Logistic regression analysis revealed that age and income level were statistically significant variables of purchasing behavior at the 1% level. Education level also had a significant impact, with the first and third categories being significant at the 5% and 10% levels, respectively. The findings suggest that the likelihood of purchasing cut flowers increases with higher age, education, and income levels.

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