The research examines the relationship between floral scent, tactile interaction, and purchasing decisions, revealing that multi-sensory engagement plays a significant role in driving consumer interest and sales. While visual appeal remains a primary factor, the findings show that fragrance and the ability to physically interact with flowers can strongly influence buying behavior.
Fragrance emerged as a key differentiator, with consumers showing increased preference for flowers that emit noticeable and pleasant scents. In retail environments where scent is present, shoppers are more likely to spend time engaging with products and are more inclined to make a purchase.
Touch also plays an important role, particularly in in-person retail settings such as garden centers and floral shops. The study found that consumers who were able to handle or closely examine flowers reported higher levels of satisfaction and connection to the product, which translated into a greater likelihood of purchase.
Importantly, the research highlights that these sensory factors can work together to enhance the overall shopping experience. Flowers that combine strong visual appeal with fragrance and tactile accessibility are more likely to stand out in competitive retail environments.
The findings also suggest opportunities for retailers to rethink merchandising strategies. Incorporating fragrant varieties, reducing barriers to physical interaction, and designing displays that encourage sensory engagement could help increase customer satisfaction and sales.
As consumer preferences continue to evolve, the study emphasizes the importance of creating immersive retail experiences that go beyond visual presentation. By leveraging scent and touch, the floral industry can better connect with customers and enhance the appeal of fresh flowers in both traditional and emerging markets.
Alicia Rihn is an Assistant Professor in the Department of Agriculture and Resource Economics at the University of Tennessee. Her research and Extension programs focus on consumer behavior, willingness to pay, and perceptions of specialty crops and niche products.
The full article can be read on the ASHS HortTechnology electronic Journal website at: https://doi.org/10.21273/HORTTECH05815-25
Established in 1903, the American Society for Horticultural Science is recognized around the world as one of the most respected and influential professional societies for horticultural scientists. ASHS is committed to promoting and encouraging national and international interest in scientific research and education in all branches of horticulture.
Comprised of thousands of members worldwide, ASHS represents a broad cross-section of the horticultural community-scientists, educators, students, landscape and turf managers, government, extension agents and industry professionals. ASHS members focus on practices and problems in horticulture: breeding, propagation, production and management, harvesting, handling and storage, processing, marketing and use of horticultural plants and products. To learn more, visit ashs.org.
