Analysis of Preference of Environmental Image for the Increase and Promotion of Rose Consumption

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate the preference of plant environmental images for flower plant consumption. This study came up with a total of four treatments including one image without plants and three images with flower plants (three roses, rose gift, rose garden). We conducted a survey on 104 men and women through the Google (online) survey and analyzed the data. The preference was higher with statistical significance for environmental images with plants than the image without plants. The preference for environmental images of roses was highest in the order of rose gift > rose garden > three roses. As a result of the cross-tabulation analysis, it was found that there was a significant difference in the preference for environmental images of roses according to general characteristics such as educational background and residence type. In terms of educational background, 2-year college graduates showed higher preference for the three environmental images of roses with statistical significance compared to high school graduates, university graduates and masters or higher. As a result of determining the difference in preference according to residential types, residents of multiplex houses showed higher preference for the “rose garden” environment image than residents of detached houses (p < .05). As a result of examining stress and depression in everyday life, 48.1% (the highest) of the respondents answered that they were “under daily stress” and 48.1% (the highest) of the respondents claimed not to be “under much depression”. This study investigated the difference in preference according to demographic characteristics and existence of plants, preference in environmental images using roses, correlation with daily stress and depression, and utility of publicity using photographic images of plants.

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