Market Segmentation for US Floral Consumers Based on Attitudes towards Biodegradable Packaging

Consumers are placing greater emphasis on product packaging which is carrying over to biodegradable pots. While various forms of these eco-friendly pots have been available for several years, their marketing appeal was limited due to their poor appearance. With the recent availability of more attractive biodegradable plant containers, renewed interest in their suitability in the green industry and their consumer acceptance has emerged. The objective of this study was to determine the characteristics of biodegradable pots that consumers deem most desirable and to identify consumer segments, thus allowing producers to more efficiently utilize their resources to offer specific product attributes to those who value them the most. We conducted a conjoint analysis through internet surveys with 535 participants in Texas, Michigan, Minnesota and Indiana. Our results show that consumers like rice hull pots the most, followed by straw pots. Our analysis identified seven market segments and corresponding consumer profiles. Idiosyncratic marketing strategies should be implemented by industry firms to market biodegradable containers to the identified consumer segments.