Abstract

This article reviews the purchase behaviour of consumers for plants and the attitude towards horticultural novelties. The palm, Trachycarpus wagnerianusespecially, is the main focus of this study. Based on a survey of 408 customers in Bavaria during autumn 2009, the results gave an impression of how consumers inform themselves about novelties in horticulture as well as, their attitude to T. wagnerianus. Within the standardized questionnaire, a conjoint measurement was applied in order to investigate the impact of the different characteristics of the palm on consumers’ choice. Drawing all factors of the conjoint measurement into consideration, the T. wagnerianus has slight advantages when compared to the common Trachycarpus fortunei.

Key words: Conjoint analysis, consumer research, palms, purchasing behaviour.