국내 플라워샵에서의 절화수명연장제 인식과 이용 현황
Current Status and Recognition of Floral Preservatives in Korean Flower Shops
- 주제(키워드) 절화수명연장제 , 플라워샵 , 플로리스트
- 발행기관 고려대학교 생명환경과학대학원
- 지도교수 김종윤
- 발행년도 2017
- 학위수여년월 2017. 8
- 학위구분 석사
- 학과 생명환경과학대학원 원예생명공학과
- 원문페이지 78 p
- 실제URI http://www.dcollection.net/handler/korea/000000077338
- 본문언어 한국어
- 제출원본 000045915561
초록/요약
This research was carried out in order to investigate the use of floral preservatives in Korean domestic flower shops and promote the use of floral preservatives in Korea. Floral preservatives maintain freshness quality of cut flowers and increase their marketability. The survey was conducted with 120 florists working in the Korean domestic flower shops in order to understand the awareness of the florists and current use status of floral preservatives. The results were analyzed to reveal the use status and characteristics of floral preservatives, preference and satisfaction levels of actual users, and difference between the groups of non-users and users of floral preservatives. As a result, only 19.8% of the domestic florist respondents used floral preservatives in their shops, 34.7% occasionally used, and 45.5% did not use them at all. Compared to the advanced countries in the cut flower industry such as Japan and Netherland, the current floral preservative use frequency in Korean flower shop was very low. In Korean flower shops, floral preservatives were mostly used for storing cut flower products and preventing bacteria growth. Even for the florists who use them, the use frequency was very low. For the reasons not to use cut flower preservatives, 51.4% of the florists answered “feel no need to use them” showing lack of awareness of cut flower preservatives. However, according to the satisfaction, 44.2% of the florists who used floral preservatives satisfied with their effects. The item “I would recommend cut flower preservatives to others” received “Yes” from 49.5% of the respondents. General opinion on cut flower preservatives was also very positive. We assumed that the products were very effective and their experience was satisfactory. It scored 50.5% of the intention to re-purchase cut flower preservatives indicating generally high response rate. Conducting the survey of use status and recognition of domestic flower shops on the products showed that the domestic florists had relatively low recognition on cut flower preservatives as well as lack of information acquisition and accessibility compared to the advanced countries in the cut flower industry. The Korean domestic market has very few floral preservative brands and the advertising frequency is also significantly low. However, given the high satisfaction level and repurchase intention rate shown by the florists, it is expected that increasing advertising exposure frequency via social media, social network service, etc. will improve the accessibility and awareness of the products and their effects increasing the opportunity to use floral preservatives.
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