Plants are often merchandised with minimal packaging; thus, consumers have only the plant
(intrinsic cue) or information signs (extrinsic cues) on which to assess the product and base
their purchase decision. Our objective was to segment consumers based on their
preferences for certain plant display attributes and compare their gaze behavior when
viewing plant displays. Using conjoint analysis, we identified three distinct consumer
segments: plant-oriented (73%), production method-oriented (11%), and price-oriented …

Plants are often merchandised with minimal packaging, thus, consumers have only the plant
itself (intrinsic cue) or information signs (extrinsic cues) on which to assess product and on
which to base their purchase decision. Our objective was to explore consumers' preference
for select plant display attributes and compare how consumers visually looked at the
attributes. Using conjoint analysis we identified three distinct consumer segments: plant
oriented (73%), production method oriented (11%), and price oriented (16%) consumers …