The Need for Digital Technologies in B2C Commerce from the Customer’s Point of View: An Empirical Study with Focus on Sustainable Consumption

Abstract

Digitalization and digital technologies have risen sharply in commerce in form of online offers and advice, even in formerly less technology-based sectors. By using the example of flower shops, the aim of this study is to find out whether customers perceive digital offers to be generally useful or necessary, or if local service is still sufficient. To answer this question, a quantitative survey was conducted in selected flower shops in Germany. 82 customers took part. Although most customers have not yet resorted to an online offering when buying flowers, over 66% of respondents are generally in favor of digital offers in the floristry industry.