Rombach, MeikeDean, DavidOlynk Widmar, Nicole JBitsch, Vera2021-10-262021-10-062021-102021-10-022311-7524WN6QY (isidoc)https://hdl.handle.net/10182/14325Cut flower gifting preferences are relatively unexplored in Germany. This study proposes a model that investigates the impact of attitudinal, experiential, and socio-demographic factors on the cut flower gifting preferences of German consumers. For this purpose, an online survey with a representative sample of 978 German residents was conducted. Partial least squares structural equation modelling shows that active and passive engagement with plants and nature positively impact cut flower giving preferences through cut flower knowledge, cut flower fondness, and perceived versatility of cut flowers. For German women and men, the largest driver of cut flower giving preferences is the versatility of cut flowers. For women, cut flower fondness is the second largest driver of cut flower gifting preferences, whereas for men subjective knowledge was the second largest driver. Other socio-demographic factors (age, income, education) were not found to impact cut flower giving preferences.16 pagesen© 2021 by the authors. Licensee MDPI, Basel, Switzerland.attitudesexperiencesGerman consumersgift preferenceshorticultural non-food productJournal Article10.3390/horticulturae71003682311-7524ANZSRC::350601 Consumer behaviourANZSRC::350606 Marketing research methodologyANZSRC::300899 Horticultural production not elsewhere classifiedANZSRC::30 Agricultural, veterinary and food scienceshttps://creativecommons.org/licenses/by/4.0/Attribution