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

Abstract

As businesses strive to become more environmentally sustainable, methods by which retail floral providers source floral material, create floral designs, market, and brand their company are increasingly becoming important considerations as consumers indicate a willingness to spend a premium on more sustainable floral designs. Branding can increase profits by raising awareness and increasing demand among consumers through promotion. The main purpose of this study was to explore the perceptions of environmentalism and the use of sustainable floral design practices within the floral industry. Results found the majority of respondents agreed or strongly agreed that it is the right choice for professional workers within the floral industry to become more environmentally sustainable when creating floral designs. Additionally, a majority of respondents indicated they were interested in learning more about sustainable floral design. These findings indicate that additional innovations are needed by suppliers of floral materials so that more sustainable alternatives are available for professional florists when creating a broad range of designs for a variety of different occasions. Additionally, floral educators should consider incorporating lessons focused on sustainable mechanics into their curriculum so that students have a broad understanding of ways in which to create more sustainable designs.