Demographic Analysis of the Perceptions of Environmentalism and the Use of Sustainable Floral Design Practices by Professional Florists

Environmental sustainability within the floral industry is becoming increasingly important to consumers as they are reporting more interest in how the products they purchase are designed, sourced, marketed, and branded. The purpose of this study was to compare the perceptions of environmentalism and the use of sustainable floral design practices currently being implemented by professional florists based on demographic background. A tested, reliable, and valid survey instrument with 36 questions measured the variables of interest, as well as demographics. When analyzing survey question responses based on the demographics of participants, it was found that the participants who appear to be the most interested in learning about sustainable floral practices and certifications are females and respondents with college and graduate degrees. Additionally, Asian and African Americans indicated a greater interest in sustainable floral design topics and programs. By understanding perceptions of professional florists and the particular group differences, the floral industry can better target educational courses and workshops, certification programs, and new sustainable floral products developed for environmentally friendly floral designs.