Luis A. Melgarejo Flores, Armida Patricia Porras-Loaiza, Craig Watters, Steve Skadron
Using hedonic consumption theory (HCT) and a niche marketing strategy as analytical frameworks, our study examines consumer behavior in the luxury flower market, a swiftly growing segment of the global luxury goods industry. Adopting a nonexperimental, cross-sectional survey design, we collected primary data from 392 individuals from affluent households (defined as those with annual incomes exceeding $75,000, per standard demographic criteria) via purposive stratified sampling. Our questionnaire, which was reviewed by experts and tested in a pilot study, examined demographics, buying preferences, sustainability awareness, and hedonic motivations. The main findings show that most clients are well-educated women with substantial wealth. They care most about sensory, emotional, and symbolic qualities. Chi-square tests and logistic regressions robustly supported three hypotheses, gender disparities in appreciation, educational and sustainability awareness, and income influences on quality and variety emphasis, with descriptive evidence aligning with two further hypotheses regarding perceived supply shortages and sustainability preferences. The preferred places to buy include nurseries and high-end florists, suggesting opportunities for SMEs. Our study offers initial evidence supporting the application of HCT to perishable luxury floriculture among younger, educated, affluent consumers in North America. It underscores the hedonic appeal heightened by ephemerality and the potential influence of sustainability as a guilt-free enhancement, while indicating opportunities for niche marketing strategies through customization and sustainable sourcing. Our findings indicate opportunities for businesses aiming to reach comparable younger, educated, affluent demographics to fulfill unmet demand through sustainable sourcing, unique varieties, and customized experiences, which align with the SDGs. We conclude with a future research agenda.