Journal of Food, Agriculture and Environment

Natural vs. artificial Christmas trees: Age effects on households decoration behaviour

Author(s):

Irene Ch. Kamenidou ^1*, Garyfallos D. Arabatzis ², Athanasios Ch. Batzios ³

Recieved Date: 2010-07-17, Accepted Date: 2010-10-30

Abstract:

Christmas is one of the most important occasions for people round the world, and millions of trees are decorated worldwide in order households to sense the Christmas spirit. Cultivation of tree varieties especially for decoration at Christmas time can be a profitable crop for its producers. Though, in the Christmas tree market natural as well as artificial trees are sold, and producers in Greece face very low demand of their product due to high market competition deriving from artificial trees. In this context, households’ behaviour regarding Christmas tree decoration and type of tree decorated is considered important because it defines producers’ yearly income. Thus, this article presents the findings of a research regarding consumers’ Christmas tree decoration behaviour. Specifically, it investigates if households decorate a tree for Christmas, type of tree decorated and the reason for choosing a natural or artificial tree. Lastly, it investigates age effects of the head of household on tree decoration behaviour. The study employed a sample of 962 households in the area of wider Thessaloniki, Greece, employing the mall intercept technique. Results revealed that 82% of the households do decorate a Christmas tree; while 13% of the households decorate a natural tree and 87% an artificial one. Results also showed that age affects reasons for decorating natural as well as artificial Christmas trees. Specifically, respondents’ age affects 13 out of 14 statements for decorating a natural tree, and 15 out of 16 statements for decorating an artificial tree for Christmas. Marketing and retailing implications are discussed for a better communication approach between producers and potential consumers.

Keywords:

Christmas trees, household behaviour, marketing, producers, Greece

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Journal: Journal of Food, Agriculture and Environment
Year: 2010
Volume: 8
Issue: 3&4
Category: Environment
Pages: 1378-1382

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