HORTSCIENCE, VOL. 37(1), FEBRUARY 2002 218 MARKETING & ECONOMICS HORTSCIENCE 37(1):218–221. 2002. Combinations of Colors and Species of Containerized Edible Flowers: Effect on Consumer Preferences Kathleen M. Kelley 1 , Bridget K. Behe 2 , and John A. Biernbaum 3 Michigan Agricultural Experiment Station and Department of Horticulture, Michigan State University, Plant and Soil Sciences Building, East Lansing, MI 48824-1325 Kenneth L. Poff 3 Michigan Agricultural Experiment Station and Department of Botany and Plant Pathology, Michigan State University, Plant Biology Bldg., East Lansing, MI 48824-1325 Additional index words. survey, economics, conjoint analysis, visual, container, color, mixture, Viola tricolor, Borago officinalis, Tropaeolum majus Abstract. Do consumers prefer certain combinations of edible-flower species and colors over other assortments? Two hundred and sixteen people were self-selected for a survey at a Michigan flower show to rate 15 photographs of edible flowers arranged in 0.24-L, clear, plastic containers. Each container had either an individual species or combinations of Viola tricolor L. ‘Helen Mount’ (viola), Borago officinalis L. (borage), and Tropaeolum majus L. ‘Jewel Mix’ and ‘Tip Top Apricot’ (nasturtium). To determine what color(s) of nasturtium participants would prefer, containers held either orange and crimson, peach and cream, or a combination of all four flower colors. Participants rated photographs using a semantic differential on a 7-point Likert scale (7 being the highest rating) based on their likelihood to purchase each container of edible flowers to serve to family and friends in a meal. Participants were asked an additional 21 questions regarding their attitudes about edible flowers, gardening habits, dining habits, and several demographic questions. Responses were subjected to conjoint analysis (SPSS Inc., Chicago). The addition of other species to nasturtium (viola, borage, viola, and borage) had a greater relative importance (53%) than the color of the nasturtium (47%). A mixture of all four nasturtium colors (peach, cream, orange, and crimson) was awarded the highest utility (0.091). Peach and cream nasturtiums or containers that did not contain any nasturtium flowers at all were least preferred (–0.070 and –0.083 utilities, respectively). Mean ratings that participants assigned to containers of edible flowers supported these utilities. The container assigned the highest mean rating included nasturtiums of all four colors, yet 66% were unlikely to purchase any container with 10% insect damage. Differences in preferences were noted using selected demographic characteristics such as age, gender, and income. Received for publication 8 Feb. 2001. Accepted for publication 17 May 2001. Research conducted at Michigan State Univ., East Lansing. Use of trade names does not imply endorsement of the products names nor criticism of similar ones not named. We thank the Bloomfest coordinators at Cobo Hall, Detroit, for the use of a nonprofit booth. The authors would also like to thank The Fred C. Gloeckner Foundation, Inc. for funding this research. 1 Postdoctoral Research Associate. Current address: Dept. of Horticulture, Pennsylvania State Univ., 301 Tyson, University Park, PA 16802. 2 Associate Professor. To whom reprint requests should be addressed. E-mail address: behe@msu.edu 3 Professor. Several producers now sell edible flowers in small, rigid, plastic containers in grocery and specialty retail stores. Conversations with produce managers have revealed that many of these packages are not sold before the expira- tion date, and customer requests for packages are usually more prevalent during the Christ- mas and Easter holidays. Kelley et al. (2001b) showed that consumers prefer a 9-count (0.24- L) container, priced at $2.99, including all three colors tested (orange, yellow, blue) of of edible flowers may have other effects on consumers’ appetites and purchasing moods. Yellow is the color that the brain processes fastest, and is a color that evokes happiness (Robertson and Chatfield, 1982). The addition of a yellow hybrid tea rose to a mixture of fresh flowers increased the value of the bouquet (Robertson and Chatfield, 1982). Orange can convey affordability; it is not a color that indicates wealth and expense, but cheapness (Tufts University Health & Nutrition Letter, 1999). Colors may invoke a taste. Red may sug- gest to a consumer that the product has a “sweet cherry or strawberry flavor.” Yellow may be associated with a sour or citrus flavor, while blue foods, which are rare, can be related to blue sweets and beverages that tend to have a sugary flavor (Alley and Alley, 1998). If certain colors of edible flowers have not been eaten before, consumers may be reluctant to purchase a mixed container based on the taste that is associated with or suggested by flower color. Lukas (1999) stated that prior to eating a purple-colored Keebler Rainbow Vanilla Wafer, he presumed it would have a grape flavor; however, its flavor was reminiscent of vanilla. Our objective was to determine how much value was added (increased utility) when a second or third species was added to nastur- tium. We also wanted to quantify value added by different color combinations and the rela- tive importance of species to color. Second, we wanted to determine if participants pre- ferred a specific color of nasturtium in the mix. A final objective was to determine if the par- ticipants would prefer a mix consisting of only nasturtiums or a mix of two to three species of edible flowers. Material and Methods A survey was conducted at Bloomfest, an annual garden show where participants pay a fee to view new horticultural products and landscape designs, at Cobo Hall Center in Detroit on 7 and 8 Apr. 2000. The Detroit metropolitan area is a suitable test market (Waldrop, 1992) and Bloomfest was chosen as an event at which to conduct the survey where an audience of garden enthusiasts could be identified. Each participant paid an entry fee to attend the 4-d event, and study participants had the choice of receiving a wild flower poster or other small gift when their survey was completed. While the sample was not a randomly generated one, gardening is the num- ber one leisure activity in America (Gallup, 2000) and results may reflect a market seg- ment that might be interested in edible flowers. A nonorthogonal design was generated using OrthoPlan, a computer software pro- gram component of the SPSS software pack- age (SPSS Inc., Version 8.0, Chicago). The survey was developed using nasturtium as the primary edible flower. We selected nastur- tium based on previous experiments that in- volved consumers and professional chefs who tasted several edible-flower species (Kelley et al., 2001a). At least 64% of consumers and Viola ×wittrockiana ‘Accord Banner Clear Mixture’ (pansy). Additionally, edible-flower container composition was more important than price and color (Kelley et al., 2001b). Participants rated containers of edible flowers that included all three colors tested (yellow, orange, and blue pansies), higher than a con- tainer with only one or two colors. Since the mixture or combination was most preferred, we wanted to determine the utility of other color and species combinations. Color of edible flowers may affect sales, and identifying certain colors and combina- tions that appeal to the consumers’ appetite is germane. Red food colors can stimulate appe- tite. It appears that once a consumers’ eye “sees red, the pituitary gland sends out signals that increase heart rate and blood pressure and cause muscles to become tense—all physi- ologic changes that can lead to the consumma- tion of a purchase” (Tufts Univ. Health & Nutrition Letter, 1999). Crimson and burgundy nasturtium cultivars may appeal to and stimu- late consumers’ appetite and desire to pur- chase edible flowers for a meal. Other colors