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A Survey on Consumers’ Perception of Illegally Reused Standing Wreaths and the Introduction of New Standing Wreaths |
Song Kwon1 
, Ju Hyun Ryu2, Hye Jin Kwon3
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1Research Institute of Agriculture and Life Science, Seoul National University, Seoul 08826, Korea
2Siheung City Agriculture Technology Center, Siheung City Hall, Siheung 14998, Korea
3Division of Smart Horticulture, Yonam College, Cheonan 31005, Korea |
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| Abstract |
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The distribution of standing wreaths has reached about 7.1 million per year and the size of the standing wreath market is estimated to be at least 700 billion won. Among them, 20 to 30 percent are estimated to be reused, resulting in damage to flowerfarms’ sales of 110 to 160 billion won per year. Due to the unique characteristics of conventional 3-tier standing wreaths in terms of transportation and installation, companies that lack design expertise have monopolized local distribution markets, and the issue of illegally using standing wreaths has been raised. These issues have highlighted the need for developing new designs and establishing a distribution system to expand the consumption of flowers. This study was carried out to identify consumers’ perception of reused standing wreaths and the current systems introduced to prevent the distribution of reused standing wreaths such as the real-name standing wreath production system, the authenticity certificate system, and new standing wreaths. The results of a consumer survey showed that consumers’ perception of reused standing wreaths has been high and that reused standing wreaths need to be actively regulated to establish fair trade order and protect consumers rights. Although the effectiveness of the real-name system, the authenticity certificate system, and new standing wreaths was found to be insufficient, the introduction of these systems was essential and necessary for continuous promotion through broadcasting media. |
| KeyWords:
certification system, distribution system, floricultural industry development, flower consumption, labelling |
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